Juventus x Palace x adidas Football Collection
Observation: After subsequently leaving fans in the dark for months, the trio finally unveiled their partnership — which spans across both apparel and accessories items — during Juventus’ recent fixture against Genoa. The special collaborative range is inspired by adidas’ kit template from the 2006 World Cup that took place in Germany.
When the former skater Lev Tanju started producing T-shirts in his basement flat under the brand name Palace 10 years ago, he never thought that he would see his logo on the backs of some of the best football players in the world. So when Juventus, the Italian home of Cristiano Ronaldo and Gianluigi Buffon, invited the brand to design their 2019/2020 season kit, it was a dream come true. “It was amazing and crazy,” says Tanju. “They are an iconic football team and have some of my favourite players.”
Why: “This is a celebratory moment for adidas as we bring together two partners, Palace and Juventus, to continue to push the bounds of performance style,” said adidas’ Torben Schumacher about the partnership. “The collaboration brings together the worlds of sport and culture and allows us to connect with our communities in an authentic way.”
Past: Palace has also created two shirts inspired by the jerseys worn by Inter and Juventus in the 1980s. Palace joining forces with Juventus marks another venture of football turning to streetwear as the Italian giants will look to follow in the footsteps of Ligue 1 powerhouse Paris Saint-Germain who have sported Jordan Branded kits on the pitch during their recent campaigns.
Future: A partnership on this level – a 10-year-old skate brand and one of the oldest and greatest Serie A football teams has never taken place before. It’s both brave unexpected, yet there is an authenticity to it. Palace is unique in the way it is positioned– cool, underground and elusive, but with the oomph of brand 10 times it’s size. It is hard to imagine any other label pulling this collaboration off. This will encourage brands to be more brave and make these similar moves.
- TD