Ukrainian tennis star Oleksandra Oliynykova has launched a stinging critique of world number one Aryna Sabalenka and the luxury fashion house Gucci, following the announcement that the Belarusian player has become the brand's newest ambassador. The controversy erupted after Sabalenka revealed her partnership with the Italian designer during the Australian Open, showcasing the collaboration in a glamorous rooftop setting at Melbourne's Grand Hyatt Hotel.
A Fashion Statement Amid Political Tensions
The Belarusian tennis champion announced her brand deal with Gucci late last week, sharing footage of herself walking onto a rooftop tennis court wearing a sophisticated brown Gucci gown paired with stiletto heels. The 27-year-old athlete carried a tennis racket and executed several shots while adorned in the designer outfit, declaring during a press conference that 'Gucci is bold and expressive and I think it's the best fit.'
Ukrainian Backlash and Social Media Criticism
However, the partnership has faced significant criticism from Ukrainian tennis player Oleksandra Oliynykova and the Instagram account United24.media. The social media account published a video juxtaposing Sabalenka's Gucci partnership with footage of her interacting with Belarusian president Alexander Lukashenko, accompanied by the caption 'Lukashenko's cherished tennis player Aryna Sabalenka becomes new Gucci ambassador.'
Oliynykova reposted this content to her own Instagram account with a powerful caption questioning the moral implications of the brand deal. 'A supporter of a bloody dictator becomes an ambassador for a top brand,' the Ukrainian athlete wrote. 'What is wrong with this world, and at what point did people start valuing powerful serves and forehands over ruined lives?'
Sabalenka's Repeated Peace Stance
In response to the criticism, Sabalenka has consistently reaffirmed her position against the war in Ukraine and distanced herself from the Belarusian president. Following her straight-sets victory against Victoria Mboko on Sunday, the world number one stated: 'I respect that everyone is allowed to have their opinion and use their platforms. I've been clear before that I'm pro-peace. Nothing has changed. That's all I can say about that.'
Over recent years, Sabalenka has repeatedly condemned the conflict in Ukraine and insisted she does not support Lukashenko, who maintains close ties with Russian President Vladimir Putin. Despite these declarations, the controversy continues to shadow her professional achievements and commercial partnerships.
Broader Calls for Sporting Bans
The criticism from Oliynykova follows her previous calls for tennis authorities to ban Russian and Belarusian players from Grand Slam tournaments. Speaking to The Age newspaper, the Ukrainian star argued: 'It is very wrong that they are not disqualified in tennis like other sports.' She expressed frustration that tennis continues to provide a platform for athletes from nations involved in the conflict against her homeland.
Oliynykova's stance has found some support within the tennis community, with fellow Ukrainian player Elina Svitolina acknowledging her compatriot's efforts to raise awareness about the ongoing war. 'The war has been ongoing for four years and we've talked about it many, many times,' Svitolina commented, while noting that tennis governing bodies have already made their decisions regarding player participation.
Personal Stories Behind the Political Conflict
The human cost of the war forms a poignant backdrop to this sporting controversy. Oliynykova, who lives and trains in Ukraine's capital Kyiv, revealed that as she prepared to travel to Australia for the tournament, her apartment building shook following a drone strike on a neighbouring property. The 25-year-old appeared for a press conference wearing a T-shirt bearing the message: 'I need your help to protect Ukrainian children and women. But I can't talk about it here.'
Oliynykova's personal connection to the conflict runs deep, with her father Denis currently serving on the front lines in Ukraine. She shared that he texted her after her match to say she had 'made his dream come true,' describing him as her biggest supporter since childhood. 'After he joined the military, I have improved my ranking by over 200 places,' she revealed. 'I know it was his dream to see me on this court and I would do everything to make him proud.'
Tournament Progress and Future Matches
As the Australian Open continues, Sabalenka advances to the quarter-finals where she will face American Iva Jovic. Should she progress further, she could potentially meet either American star Coco Gauff or Ukrainian Elina Svitolina in subsequent rounds, setting the stage for further politically-charged encounters on the court.
The controversy highlights the complex intersection of professional sports, commercial partnerships, and global politics, with athletes navigating increasingly difficult terrain as they balance their careers with the geopolitical realities affecting their homelands. The fashion brand Gucci has been contacted for comment regarding the partnership and the subsequent criticism from Ukrainian players and supporters.
