We are all Sinners

The eyes locked on the ball. The dry forehead, the body moving weightlessly. The shot is coming fast, low, slicing across the court. He awaits, calm and poised. He strikes – sharp, clean – as the crowd holds its breath and then erupts. He barely clenches his fist, and soon returns to the centre with no change in his expression, showing no sign of strain. Yet, he has just shifted the momentum of an entire match. Here’s the beauty: a coldness that isn’t detachment, a grace that isn’t for show. We all linger in this brief instant, moving within a collective, subtle emotional wave. We all glimpse ourselves in the same mirror.

Until recently, tennis didn’t feel this mainstream. But then, Jannik Sinner arrived: the humble kid with “carrot” hair, straight shoulders, and a steady voice. Suddenly everyone wanted in – even if they could barely tell a forehand from a backhand. But that’s not what really matters, we are not talking about sports anymore. It’s the urge to belong and to be part of certain stories – the ones that unfold as all eyes watch, and make us feel less alone... More alive.

This is how cultural phenomena work: they don’t just speak to insiders, but they draw us in and include us. Everyone loves it: belonging is a deep instinct and, at once, our most sincere vulnerability. It’s precisely the signal brands must first recognize: whoever can catch it and read it in real time, becomes part of the conversation.

Today, the conversation is Jannik Sinner. That unapologetic calm. That gentle talent that sends a ball flying corner to corner with a surgical precision. The composure of someone who doesn’t need to celebrate. We’re always looking for idols to see ourselves in: we need faces to cheer for, and applause to honour our effort when we think we’ve given it all.

We’re all guilty, all sinners: we want to belong and to matter. But we’re also good at playing on despite our insecurities. We’ve discreetly sewn them into our shirts, but they have never stopped us from competing. Or winning. Tell us about your match. Write to us at supernova@remidastudio.com.