Juventus just dropped their fourth kit for the season and it's built around a design that's been sitting dormant since 1996. A horizontal stripe concept that was created for the 96/97 season but never made it to the pitch. Nearly three decades later, adidas and Studio Sgura decided it was time to pull it out, dust it off, and let it breathe.
Studio Sgura isn't a name you'd typically associate with football kits. Giampaolo Sgura is a fashion photographer whose work lives in high gloss editorials and luxury campaigns. The kind of visual language that sits closer to Milan Fashion Week than Serie A. But that's exactly why this collaboration works.
Juventus and Sgura have been building toward this for a while. Exhibitions, cultural events and a shared understanding that football heritage and fashion credibility don't have to exist separately. This fourth kit is the first time that relationship steps fully onto the pitch.
Black and white horizontal stripes, long sleeve polo fit, proportions that feel structured but not stiff. It sits comfortably between performance and lifestyle, which is the space most football-fashion collaborations aim for but rarely hit cleanly.
What makes this different from the usual fourth kit drop is the intent. This isn't a throwaway design meant to shift units for half a season and disappear. It feels like a considered piece that references the club's archive, brings in a creative voice from outside football, and treats the kit as a cultural object rather than just matchday apparel.
Some ideas need time to brew properly. This one took 30 years, and the wait was worth it.
The campaign reflects that care. Juventus positioned as more than a club, more as a symbol of identity and design culture. It's the kind of framing that works when the product behind it actually earns it.
The real story here is that football clubs are finally treating collaborations like this with the seriousness they deserve. Bringing in voices like Sgura, mining the archives for forgotten concepts, building narratives that go beyond the 90 minutes. When it's done right, it elevates the entire category.
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This one's done right and the flavour is something we’ve been craving all week. A real shot of the good stuff.
Shot of the good stuff.
