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Football, Fashion and Visual Culture Meet in the New Juventus and adidas 4th Kit
Football culture, contemporary fashion.
Juventus FC, Adidas and creative partner Giampaolo Sgura have presented the club’s new 4th kit, developed in collaboration with Studio Sgura.
The new release revisits Juventus’ iconic black and white identity through a reinterpretation of the club’s stripes. While maintaining the traditional palette, the design introduces horizontal striping a nod to the 1996-97 season, when Juventus experimented with a similar concept outside of official competition.
Nearly three decades later, that idea has been reworked into a modern match kit. The updated design combines clean lines and balanced proportions, aligning Studio Sgura’s fashion-led aesthetic with Juventus’ sporting heritage. The result is positioned as a crossover piece, designed to exist both on the pitch and within contemporary lifestyle spaces.
A key feature of the new 4th kit is the return of the long-sleeve jersey. The silhouette, deeply associated with football culture, is reintroduced with a polo-style construction and crafted in polyester, blending structure, comfort and a more refined look.
Alongside the match shirt, the 4th Kit extends into a broader lifestyle collection. Shot through Sgura’s lens, the campaign positions Juventus not only as a football club, but as a cultural symbol operating beyond sport. The campaign shot also further depicts how food is merging slowly with the football world.
The campaign imagery reinforces that idea. Shot around a dinner table setting, the visuals move away from the pitch and into a more intimate environment. Players sit surrounded by food, plates and layered textures the shirt becoming part of a wider cultural scene rather than just sportswear. It feels relaxed, almost cinematic.
Food and football are slowly sharing more space from matchday culinary culture to fashion campaigns styled around communal meals. Both are about gathering, identity and shared experience. Here, the kit is presented as something to be worn in moments of connection, not just competition.
With this release, Juventus and adidas continue to blur the lines between performance and lifestyle showing that football kits today are as much about visual storytelling as they are about the game itself.
