Arina Sobolenko, Foto lorloff.com
This was announced by the brand’s creative director Demna Gvasalia on social media with a short message: “Welcome to the Gucci family, Aryna” (“Welcome to the Gucci family, Aryna”).
Sobolenko has already become the second tennis player in the team of ambassadors of the luxury brand. Earlier, four-time Grand Slam champion, Italian Yannick Cinner, became the face of the brand. Gucci continues its strategy of working with the world’s leading athletes, whose achievements, charisma and global recognition are in line with the scale and values of the house.
Addition to prize money from sport
In addition to her collaboration with Gucci, Sabalenka recently announced a partnership with Emirates airline. As part of the partnership launch, Sobolenko unveiled an Emirates Airbus A380 aircraft with a special livery commemorating all four Grand Slam tournaments.
In the Forbes ranking published in August 2025, Sobolenko’s income for the past 12 months was estimated at $27.4 million, of which $12.4 million came from prize money and another $15 million from sponsorship contracts, up $7 million from a year earlier.
The appointment of a new ambassador coincided with an active creative phase for Gucci’s creative director. Demna Gvasalia continues his profound rethinking of the brand’s heritage. In December 2025, following the release of the La Famiglia lookbook and the short film “Tiger”, the creative director presented the Pre-Fall 2026 collection “Gucci Generation”. The line references the aesthetics of the 1990s and the Tom Ford era.
