The Juventus brand is one that is blossoming like no other. A link up with adidas over the last half-decade has seen a relationship form that has re-instated Juventus as true connoisseurs of football cuisine. Now, never afraid to show their colours or explore new territories in doing so, the club and brand have release the third kit for the forthcoming 20/21 season with a modern art-led approach.
The third kit brings a bold orange colour for the first time in the club’s history in an expression of confidence and vibrance to reflect the team’s spirit on the pitch. The striking design also provides further evidence of the club’s constant progression, looking to surprise and delight fans with unexpected ideas, made famous by the evolution of the club’s visual identity and logo in January 2017.
The result is a shirt that keeps with the traditions woven into the club’s DNA, while signalling a fresh era for Italy’s most successful team. Francesca Venturini, the adidas Designer behind all three Juventus jerseys for season 2020/21 commented on the approach, “We wanted to create all three Juventus kits for the 2020/21 season through the lens of art. The patterns that we have been able to form demonstrate the world of jersey design and art colliding. Juventus is a club that stands for innovation and is a global leader in football so we focused on bringing unique elements to each of kits. For the third jersey, this is the bold colour scheme, using orange for the first time in the club’s history.”
Continuing the modernization of the club’s classic iconography, the third shirt features HEAT.RDY – KEEP COOL, adidas’ cooling innovation that keeps the wearer feeling dry and confident in the game. The replica shirt offers similar benefits with AEROREADY – FEEL READY, a technology that helps players feel comfortable and ready to play.
To further celebrate the launch of the new jersey, adidas and Juventus are teaming up with a creator, as part of an open-source approach to create an AR virtual art experience. This launch will take place in September, to coincide with the start of the new Serie A season.
In an era when it's ok to support multiple teams from all over the globe, this shirt is just one more eye-popping reason by Juventus could be that team.
Pick up the Juventus 20/21 third shirt at prodirectsoccer.com
