Launched in 2017, the new Juventus identity took the industry by storm by transforming football into a means for epitomizing an attitude and serving as a platform for innovation and experiences. This appealed to football fans, as well as to entertainment enthusiasts who are further away from football as a sport.
Challenge
Juventus, one of the world’s best-known football clubs, was looking for new sources of growth. They hoped to build upon their success in Italy to become an icon for a wider audience.
What we did
The conventional strategy would have been to look for more football fans worldwide. The plan we developed for Juventus was based on the insight that those fans would be hard to convert into customers. We identified an opportunity that was as simple as it was ambitious: spark desire in customers outside of the category of football by bringing to life the new positioning and creating a set of premium, lifestyle experiences that would capture the imaginations of a new generation of supporters.
Juventus’s transformation went through various touchpoints: including the Allianz Stadium where fans can live the new experience, a new and unexpected touchpoint like the UNDICI cafè, the fashion and lifestyle apparel collections, and products for fans.
Juventus’s transformation went through various touchpoints: including the Allianz Stadium where fans can live the new experience, a new and unexpected touchpoint like the UNDICI cafè, the fashion and lifestyle apparel collections, and products for fans.
IDENTITY, STRATEGY
Outcome
Our work was also recognized among the best design work in the world—awarded two D&AD awards—proving this to be a beautifully successful brand that broke all the rules.
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More work
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