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Golden Goose Names Belinda Bencic an Ambassador With an Off-Court Campaign

The tennis player joins Golden Goose’s ambassador community in a city-based campaign that connects sport with the brand’s everyday fashion offer.

Published: Sep 7, 2026 2:40 PM

By Ifrah Nadeem

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Golden Goose Names Belinda Bencic an Ambassador With an Off-Court Campaign

Photo: Golden Goose.

Golden Goose has named tennis player Belinda Bencic a brand ambassador, introducing the partnership through a city-based campaign focused on her life away from competition. The announcement places Bencic within the brand’s growing community of ambassadors connecting fashion, sport and lifestyle.

Golden Goose describes the campaign as a portrait of the person behind the athlete. Its imagery follows Bencic through an urban setting in coordinated Golden Goose looks, moving between tailoring, denim, casual layers and accessories.

Taking Tennis Beyond the Baseline The creative direction gives the appointment a clear fashion role. Bencic appears in everyday situations rather than match action, allowing the campaign to present a wider wardrobe while retaining the connection to tennis that she brings to the partnership.

That approach fits Golden Goose’s broader sports platform, which brings together personalities from tennis, padel and skateboarding. The brand frames these relationships around individuality and off-duty life, linking sporting identity with the way its products are worn beyond the court.

An Ambassador Story With an Assortment Role The photographs give the partnership several merchandising touchpoints: a blazer paired with a graphic T-shirt and jeans, a hoodie styled with a handbag, and accessories carried through the city…

City skyline and taxi imagery from Golden Goose’s Belinda Bencic campaign

Belinda Bencic outside a storefront in Golden Goose’s off-court campaign

Four-frame city montage from Golden Goose’s Belinda Bencic campaign

Belinda Bencic crossing a city street in a hoodie and denim

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