Carrot no more - Jannik Sinner showcases new "Fox" logo in latest Nike apparel at ATP Finals

There appears to be a major shift coming to tennis stores near you, as Italian superstar Jannik Sinner has made changes regarding his personalized merchandise moving forward.

Known for his lanky frame and curly red hair, the 23-year old has often been associated with carrots. Sinner has even inspired his own group of traveling fans, the carota boys, who regularly travel to tournaments wearing outfits inspired by Sinner's favorite snack, which coincidentally happens to be carrots.

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The World No.1 was the first player to qualify for the season-ending ATP Finals, which is taking place in his home nation of Italy. Although Sinner has acknowledged his association with carrots, the US Open champion now wants to be identified with his personal logo; a fox.

Sinner signed a new deal with Nike in 2022, and the clothing giants actually revealed Sinner's preferred logo that same year. The intricate logo is shaped like a fox, with his initials “J. S.” are hidden in the bottom left corner. The lines and angles symbolize his two passions, tennis and skiing.

“The logo is a fox, and this is its nose,” Sinner shared in a post breaking down the new logo. “Fox was my nickname at school… The ears of the fox represent the mountains, where I come from, and where I spent my days skiing as a child.”

Eagle-eyed fans noticed Nike bringing back the fox imagery at the recent Shanghai Masters, where Sinner lifted his third ATP Masters 1000 trophy of the year wearing a t-shirt that featured a red fox wearing an Azzurri-blue tennis cap. This week, his personal fox-shaped personal logo was spotted on the practice courts in Turin, with Sinner rocking a white Nike cap adorned with the insignia.