Juventus has teamed up with Studio Sgura for the club’s 2026 fourth kit in a move that sees football heritage meet high fashion once again.
When a club the size of Juventus links up with a creative force like Studio Sgura, it’s never just about a shirt. It’s about a narrative.
The new adidas fourth kit pulls inspiration from a forgotten 96/97 horizontal stripe experimental concept for the club that never actually made it onto the pitch. Now, nearly three decades later, that forgotten vision is reborn with serious intent.
But the real story here sits in the collaboration. Giampaolo Sgura isn’t a football designer in the traditional sense. He’s a fashion image maker, a photographer whose work lives in high gloss editorials and global campaigns. Studio Sgura speaks fluent luxury. Fluent culture. So, when that lens turns towards a footballing giant like Juventus, you know it catches our attention.
And this partnership, if you look closely, has been brewing. From Milan Fashion Week exhibitions to curated cultural events, Juve and Sgura have been building a shared language. One where football heritage and fashion credibility coexist so naturally. This latest fourth kit drop is the first time we get to see that dialogue fully step onto the pitch.
The shirt itself keeps things clean and confident. The black and white palette remains untouched, but the proportions, striping and overall feel give a completely new energy. It’s football heritage, just viewed through a different lens.
The long sleeve, polo style fit adds to that elevated feel that the shirt immediately brings. Structured but relaxed. Performance ready but also comfortable on the streets. It sits perfectly at the intersection of football and fashion. And the campaign leans into that same mood, positioning Juventus as more than a club, but more of a symbol of identity and design culture.
The fourth kit is the main piece to catch our eye, yes, but let’s not forget about the wider collection dropping alongside it. Because, in this day and age, what is a kit drop without a wider lifestyle collection to accompany it…
Juve will debut the brand-new kit this weekend as they take on Como and best believe all eyes will be on this design.
