When Jannik Sinner steps onto Centre Court, the world watches his powerful forehand and his quest for a second Wimbledon crown. Yet another spotlight follows him—Laila Hasanovic, the Danish model and founder of the natural‑glow brand NRD55, who has become an integral part of his support system and a rising influencer in her own right.
How a Miss Denmark finalist met an Italian tennis prodigy
Hasanovic first entered the public eye as a finalist in Miss Denmark 2019, a platform that launched her into high‑fashion runway work across Europe. Her multicultural upbringing—born in Copenhagen to Bosnian parents and spending a year as an exchange student in Kentucky—gave her a fluency in English and a comfort with diverse cultures that later helped her navigate the global modeling circuit.
It was during the summer of 2023 that Sinner’s iPhone wallpaper featured a photo of Hasanovic, sparking speculation across social media. The Italian star later confirmed the romance after his victory at the Vienna Open, publicly thanking “my family, girlfriend, friends” as cameras captured Hasanovic among his cheering supporters. Since then, the couple has been spotted together at marquee events such as the 2025 ATP Finals, the Monte Carlo Masters, and the Rome Open, cementing their status as a high‑profile sports‑fashion pairing.
NRD55: A Nordic‑inspired beauty brand that’s gaining traction
Beyond the catwalk, Hasanovic channels her aesthetic sensibility into NRD55, a self‑tanning line she founded after a decade in fashion and beauty. The brand’s narrative—rooted in the “quiet aesthetics of the North” and a commitment to “enhancing what is already there”—resonates with consumers seeking a natural, low‑maintenance glow. Signature products such as the tanning face drops and body mousse are formulated in Denmark and marketed through Hasanovic’s Instagram, where she boasts over 500,000 followers.
Her promotional posts blend personal routine with subtle brand placement. Hours before Sinner’s Wimbledon semi‑final against Novak Djokovic, Hasanovic shared a story featuring the face drops, captioned, “A slow morning with a few drops of @nrd.55 – skipping makeup today.” The post not only highlighted the product but reinforced her philosophy of effortless confidence, a message that aligns with the calm composure she brings to the high‑pressure tennis arena.
Social media clout: From Instagram reels to YouTube vlogs
Hasanovic’s digital footprint extends beyond static images. On YouTube, she runs the channel NRD55 (formerly NRD55 Beauty), where she posts weekly vlogs covering travel, beauty tutorials, and behind‑the‑scenes glimpses of life on tour with Sinner. Her content strategy—mixing polished fashion shoots with candid, unfiltered moments—has cultivated a loyal audience that appreciates authenticity. The channel’s subscriber count has crossed 120,000, a noteworthy figure for a niche beauty brand.
Her Instagram feed, a curated blend of runway shots, lifestyle snapshots, and brand collaborations, consistently receives engagement rates above industry averages. Brands such as Dior, Chanel, and local Scandinavian designers have approached her for partnerships, underscoring her growing influence in both luxury and emerging markets.
Impact on Sinner’s game: The quiet power of a supportive partner
While Sinner remains the focus on the court, insiders note that Hasanovic’s presence provides a stabilising effect. In post‑match interviews, the Italian has spoken about how having his “girlfriend and family” watching from the stands helps him maintain perspective during intense matches. At the Vienna Open, Sinner’s heartfelt thank‑you speech acknowledged her role explicitly, a rare public nod that highlighted the personal side of elite sport.
Psychologists who work with professional athletes often cite the importance of a strong personal support network. For a player as young as Sinner—born in 2001 and already a two‑time Grand Slam champion—the balance between media pressure and personal life can be precarious. Hasanovic’s low‑key yet visible support appears to give Sinner a mental anchor, especially when facing seasoned rivals like Djokovic.
Future prospects: Business expansion and potential Wimbledon appearances
NRD55 is poised for expansion beyond Scandinavia. Recent negotiations with European e‑commerce platforms suggest a rollout into the UK and Germany later this year, leveraging Sinner’s Wimbledon exposure as a marketing catalyst. Hasanovic has hinted at a pop‑up shop concept that would combine live product demos with meet‑and‑greet sessions for fans, a strategy that could bridge the worlds of sport and beauty.
On the personal front, while Wimbledon’s strict attendance policies limit the number of guests in the players’ box, Hasanovic’s appearances at the tournament have already become a talking point for media outlets. Should Sinner advance to the final, it is likely she will be granted a seat, turning the spotlight onto her brand and further solidifying her status as a modern athlete’s partner—one who contributes to the narrative as much as the competitor.
Why this partnership matters for the broader celebrity‑sports ecosystem
The Sinner‑Hasanovic duo exemplifies a new model of cross‑industry collaboration where athletes and influencers co‑create value. Unlike traditional celebrity pairings that rely solely on fame, Hasanovic brings a substantive business—NRD55—that aligns with lifestyle trends and offers tangible revenue streams. This synergy could inspire other athletes to seek partners with entrepreneurial clout, reshaping how sponsorships and personal branding intersect.
Moreover, the relationship underscores the growing importance of authenticity in influencer culture. Hasanovic’s narrative—from Miss Denmark finalist to founder—provides a relatable arc that resonates with a generation that values transparency. As Sinner continues his pursuit of tennis greatness, Hasanovic’s parallel rise suggests that the future of fame may be less about singular stardom and more about collaborative, multidimensional storytelling.