TURNING A KIT LAUNCH INTO A CULTURE SHIFT WITH Juventus.
Juve is one of Italy's oldest football darlings. The iconic black and white striped club is often referred to as La Vecchia Signora (the Old Lady). Still, in the wake of new ownership, the club wanted to sidestep the old formalities and instil a fresher, more youthful culture.
The thing is, Juve has a rich and bold history, and for their 2018 home kit unveiling, we wanted to pay homage to the clubs past. Through a concept of dichotomy, we were able to capture the DNA and stories of the club in our creative direction and executions.
Guilherme Heise Foerster
Adidas Global Markets
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