Juventus collaborates with cult brand Palace in bid to boost global profile

By CNN Sport

taly’s most successful soccer club, Juventus, has revealed its groundbreaking collaboration with cult skate brand Palace — and the apparel is generating the kind of hype usually reserved for major fashion labels.
The kit’s global launch resembled the type of social media “drop” now widely used to generate buzz around exclusive streetwear collections.
First, the club’s Instagram account teased shots of players arriving for their match against Genoa in new training gear. Then came the big reveal of the new “fourth” jersey (clubs typically only produce three designs per season) which features Palace x Adidas branding on Juve’s signature black-and-white stripes, complete with neon accents and spotted gradient design.
“For us, there’s not many teams we wanted to work with,” said Palace founder Lev Tanju. “Juve was just top of the list. For me, they are just one of the most iconic and chic football teams on the planet.
“They approached us to do something, and it all went on from there. We really just wanted to make something happen on (the) pitch rather than just make some dual-branded stuff. It’s been a dream for us to design a kit for them.”

Building a brand

For Juventus, conquering Italian soccer has never been a problem. The team is sitting top of Serie A, having won the title eight years in a row and 35 times in total.
But when it comes to establishing the club as a global brand — especially when you factor in competition from US sport giants like the New York Yankees, Chicago Bulls and Oakland Raiders, whose famous logos are adorned on leisurewear worldwide — then the mountain facing the team becomes dauntingly steep.
With soccer exploding in popularity across Asia and North America, the scramble among top clubs to attract new fans is highly lucrative. So how does a club make the crossover from domestic powerhouse to global brand powerhouse?
Juventus star Cristiano Ronaldo sports the new collaborative jersey during a Serie A match against Genoa. Credit: Marco Bertorello / AFP / Getty Images
Most major clubs have already launched new media strategies on platforms like Twitter, YouTube and TikTok to communicate with a fans worldwide in their native languages and entice casual supporters. It’s now the norm for teams to travel beyond Europe on lengthy pre-season promotional tours.
Signing superstars with huge social followings and worldwide appeal, like Cristiano Ronaldo, also helps. But Juventus, nicknamed “The Old Lady,” has slowly and steadily been working towards a more revolutionary strategy — one that the Palace collaboration appears to play into.
“We’re looking to evolve into a brand keeping football at its core but seen as an experience provider for a wider audience — no matter who or where,” said Juventus’ chief revenue officer, Giorgio Ricci. “Whether it’s at our stadium or wearing a lifestyle product or through our social media content.
Featured Photo: Palace