Italy’s finest club in recent memory, Juventus, are embarking on a new era in their remarkable history with a new home shirt from adidas. One of the most accomplished sides in Europe look poised for another run with jerseys that will bring a more traditional look.
Juve’s 2017/18 home jersey has the Bianconeri in their classic white and black stripes that alternate on the backside. Golden details are also present, with a golden adidas logo on the right breast, and three stars over the new Juventus crest.
The jersey has a Mandarin style collar with two button placed in the placket, for a fashionable appearance.
The left breast has the new Juventus crest, a black monogram J in the shape of a shield over a white stripe. Three golden stars are placed above the mark, a symbol of the club winning the Serie A over 30 times in their history, currently on 33 league titles.
The white and black stripes aren’t broken up on the shoulders and sleeves by adidas’ three stripes, though the cuffs appear in a solid white. The three stripes are under the arms, and run through to the hem as piping in black, consistent with the standard stripe pattern.
Jeep returns as the shirt sponsor, in a white wordmark with black outline.
Inspired by the golden era of the 1980’s and one of Turin’s colors, Juventus and adidas have revealed their away jersey for the 2017/18 season. This will be the first Juventus away jersey of the new era to feature the new crest.
The reigning champions of Serie A are wearing yellow and blue away jerseys, from an era when the Turin club won four league titles and a European Cup in the decade.
Juve have gone for a retro look with a modern twist, as a matching blue crew collar with a v-inset with sleeve cuffs are accompanied by adidas’ three stripes on the shoulders.
On the left breast, Juventus’ new monochrome ‘J’ crest is in blue, as are the three stars above it. The right breast has the adidas performance logo in a matching blue. Jeep is the shirt sponsor, in a fitting blue.
Juventus Football Club is the most successful and most supported team in Italy. ‘La Vecchia Signora (The Old Lady)’ is known by fans and foes alike by their iconic black and white striped jersey but they happened upon this distinctive look by chance with the shirt tracing its roots back to England.
The shirt has been worn by some of the game’s greatest players such as Zinedine Zidane, Alessandro Del Piero, Michel Platini, and Gaetano Scirea on the way to 61 titles including a record 32 Serie A titles, 11 Copa Italia titles, and 2 European Cups. But were in not for the temerity of an English football shirt supplier in the early 20th century, Juventus’ grand and storied history could have been colored very differently.
The team’s identity is so intertwined with their jersey that they have earned the nicknames ‘i bianconeri (the black-and-whites)’ and ‘le zebre (the zebras). But when the club was founded in 1897, the eleven men representing Sport Club Juventus turned out in pink while also wearing black neck ties — a practice which seems completely alien in modern footballing context.
However, they soon found that the pink strips did not stand up to regular washing and the once bright and distinctive coloring had almost completely faded by 1903. This, of course, was before the time when major sports manufacturers would fall over one another to supply and merchandise jerseys for the world’s biggest clubs, let alone offer millions for the privilege.
Tom Gordon Savage, an Englishman playing for Juve at the time, just so happened to work within the textiles industry and explained that manufacturers in England made a superior quality football shirt. Savage was asked if he had a contact back home with whom a batch of replacement pink jerseys could be ordered, and he was more than happy to oblige.
But when the new shirts arrived in Turin, the powers that be at Juventus were shocked, and initially angered, to find that they were striped black and white, not the pink that they had asked for.
It tuned out that Savage’s contact in Nottingham, England, was a devoted Notts County fan and had cheekily decided that the Italians would be better off sporting the same colors as his beloved team.
County had become a force to be reckoned with in their native land after having recently made the switch to black and white stripes from their previous amber and black hooped jerseys; Savage’s supplier evidently believed that his newest customers would benefit similarly from such a change.
Juve’s initial displeasure with their new jersey soon abated, and they came to admire the power and authority which their new colors suggested; the distinctive bars which marked out their game day attire made the Bianconeri an imposing force; they won their first Italian Football Championship — the original incarnation of Serie A — just two years later.
History can often be colored by such twists of fate, by decisions which seem minor and inconsequential at the time but go on to have profound and wide-reaching effects on a group of people. Juventus’ history has very literally been colored by the decision of one man who decided that a team for which he had no affinity — in a whole other country, no less — would not receive their goods as ordered, and should instead be made to unwittingly pay homage to a team they undoubtedly knew little about.
But it’s hard to envisage Juventus making their name in the Italian and European game in anything other than their famous black and white stripes. That’s not to say that they would never have become the powerhouse of world football that they are today were they still wearing pink — although safety regulations would surely have put paid to the black neck ties — but their zebra-like shirt is so intrinsic to Juve’s identity that anything other wouldn’t seem quite right.
Imagine legends such as John Charles, Omar Sivori and Giampiero Boniperti sporting pink as they guided the Old Lady to their 10th and 11th scudetti in the late 1950s, or Scirea marshalling the Bianconeri backline in the ‘70s and ‘80s in anything other than their iconic stripes.
French midfielder Michel Platini won the Ballon d’Or — the yearly award handed to the player voted the best in Europe — 3 times during his 5 seasons in Turin, and would pose for photographs with the golden trophy on the pitch at the Stadio Comunale Vitorio Pozzo in his Juventus kit. The visage of the legendary Les Bleus star striped in the black and white of Juventus, raising his award aloft, is one of the defining images of his stellar playing career. The glittering trophy appeared all the more striking when contrasted with the Bianconeri bars.
Juventus have not forgotten where they came from, however, with alternate strips occasionally used as a respectful nod to their humble pink beginnings.
Just last season, the Serie A champions sported a pink away jersey manufactured by adidas, and goalkeeper Gianluigi Buffon turned out in pink throughout the 2002/03 championship campaign in which they were once again crowned champions of Italy and came within a whisker of claiming a third European Cup, losing the Champions League final to rivals AC Milan on penalties at Old Trafford.
It may not have been by design, but few would argue that the change from pale, fading pink to the stark black and white of today, has served to augment Juventus’ power and prestige on and off the pitch.
Juventus Football Club, the most successful and popular in Italy, made a bold move unveiling a new club logo in January of 2017. It was unveiled at the club’s ‘Black and White and More’ event.
“This new logo is a symbol of the Juventus way of living,” club president Andrea Agnelli said of the new look after opening by saying ‘To grow…(the club has to) evolve our approach off (the field) to reach new heights.”
The design has not been well received on social media, however.
Juventus will celebrate their fifth consecutive Serie A championship in style. Their 2016/17 adidas home jersey has been unveiled, showing a modern reinterpretation of their iconic Bianconeri look. It will be their second season wearing the three stripes, and the German brand didn’t hesitate to create a bold look.
Their new shirt features wider stripes, with the traditional black ones crossed by a thin white line to create a more dynamic look. A bicolor tape is featured on the back of the crew neck collar, featuring their two main colors and the club’s name. Juventus crest is placed on the chest, with adidas logo on its right and JEEP below both of them.
The back is mostly white, showcasing their stripes on the lower part. The uniform will be completed with black shorts and socks with white accents, including a “Juve” lettering on the later. It’s on-pitch debut is set to occur against Sampdoria in their last game of this Serie A season.
Juventus is one of the most successful soccer clubs in the history of the sport. WorldSoccerShop.com takes a look back at the history of their shirt sponsorship.
Italians are not famous for their innovation (unless you’re talking about cars), so it’s no surprise that most Italian clubs were late to the shirt sponsorship party. As German clubs pioneered shirt sponsorship in the 1970s and English clubs eventually caught on to the trend, it was only the mid-1990s that most Italian clubs sold shirt sponsorships.
Not so with Juventus. The ‘Old Lady’ of Italian football didn’t become the most successful club in the country by burying its head in the sand. In 1979, Juventus had their first sponsorship in Ariston, the Italian appliance manufacturer.
Over the coming decades Juventus would swap sponsors 14 times. Thanks to their immense success and global superstar players in the 1980s (Michel Platini), 1990s (Zinedine Zidane) and 2000s (Alessandro Del Piero), the Bianconeri’s shirt sponsorship was a hot commodity.
It was rumored that French gambling firm Betclic, who owned sponsor rights from 2010-12, paid what was considered at the time one of the highest fees ever for a shirt sponsorship.
One may wonder why Jeep, a quintessentially American car brand, is currently emblazoned on the Juventus shirt. The explanation is quite simple: The Agnelli family that owns Juventus also oversees Exor, an investment group whose properties include the Fiat Chrysler automobile group. Jeep was acquired by Chrysler after the economic recession, and in a bid to popularize the Jeep brand among a global audience, a deal was done. (Edoardo Agnelli, the family patriarch who owned FIAT, was president of Juventus from 1923 to 1935 and transformed the club into the premier side in Italy. Juventus and Fiat are now both owned by Andrea Agnelli, Edoardo’s grandson.)
In 2014, Juventus and Fiat Chrysler signed a six-year, $136 million sponsorship extension which will keep Jeep on the front of Juventus jerseys through the 2020/21 season.
Since its founding in 1897, Juventus has not been a side that flirts with success. No, success defines the Turin, Italy-based club, and winning is synonymous with the black-and-white striped jerseys: 32 Italian titles; 12 Coppa Italias; two European Cups; and a whole host of awards and honors. Just how did Juventus become Italy’s most successful club, and one of the world’s premier outfits?
After an early split in 1906 that gave rise to Juventus’s local rivals, Torino F.C., Juventus steadily rose through the ranks. FIAT owner Edoardo Agnelli took over in 1924, building a new stadium and helping Juventus sign much of Italy’s national team. Juventus won five straight titles in the 1930s, then experienced a pre- and post-World War II downturn in form.
By the 1960s and 70s, Juventus were back on form, becoming the first team to win 10 Italian titles. Recent history has been marked by even more championships, with teams led by some of the greats of all-time, from Michel Platini in the 1980s to Zinedine Zidane in the 1990s to Alessandro Del Piero and Gianluigi Buffon in the 2000s.
In 2006, Juventus was one of the Italian clubs implicated the Calciopoli match-fixing scandal, which resulted in their first demotion to Serie B, Italy’s second division. The club won immediate promotion the next season, and have moved from strength to strength over the last decade. From 2014-16, Juventus bested even their impressive track record, winning back-to-back “doubles,” meaning winning the Serie A title and the Coppa Italia (Italian Cup).
As of 2017, Juventus continues to live by the famous quote from Giampiero Boniperti, club legend and Juventus’s honorary president: “Winning is not important, it is the only thing that counts!”
Picking the all-time best Juventus players is an almost impossible task. This is a team with a history so rich and storied that it could create a team of legends just from each decade. Let’s look at some of the standout members of the Bianconeri, listed in no particular order.
Alessandro Del Piero
Juventus has had many homes since its founding in 1897. The most recent Juventus Stadium, often known as simply ‘The Stadium.’ The all-seater stadium has a capacity of 41,507. It is also one of three stadiums in the Serie A that are owned by their respective clubs. Only Udinese and Sassuolo also own their own venues.
The team had already played in six different stadiums by the time it made the move to the Stadio Olimpico in 1933. The Juventus played there until 1990 for a total of 890 league matches. Juventus then moved to the Stadio delle Alpi, which was originally built for the 1990 FIFA World Cup.
The team stayed at the Stadio delle Alpi through 2006, but the new home was never popular with fans. After years of subpar turnout for home games the decision was made to build a new stadium that provided a better atmosphere for supporters. In 2009 the Stadio delle Alpi was demolished so that Juventus Stadium could be built on the same site. The design removed the running track that formerly ringed the pitch so the stands are now only 7.5 meters away from the field for a much more intimate experience.
Juventus Stadium was built with sustainability in mind in order to adhere to the guidelines of the Kyoto Protocol. The concrete and metals from the old grounds were recycled and used in the new building, resulting in massive savings and a much smaller environmental footprint. The stadium also extensively uses solar energy. This energy is used to offer electricity, heat rooms, and provide hot water. In addition to its use of renewable energy sources the grounds are also designed to reduce water consumption by reusing available rainwater.
Construction on the new home was completed in 2011, and the first match was played that September against Notts County. Striker Luca Toni scored the first goal in the 54th minute of the game with Lee Hughes of Notts tying it up in the 87th.
The transition seems to have been a good thing for the club. During its first 100 league matches in Juventus Stadium the club lost only three. Following the move in the 2011/12 season Juventus went on to win the next six Serie A titles in a row, a league record. The team also won the Coppa Italia in 2015, 2016, and 2017 for three consecutive doubles.
Top 5 Games at Juventus Stadium:
2014 UEFA Europa League Final: Sevilla 0 - Benfica 0 (Sevilla Wins 4-2 on Penalties)
Serie A May 13 2012: Juventus 3 - Atalanta 1
2017 Champions League Quarter-Final Leg 1: Juventus 3 - Barcelona 0
2017 Champions League Semi-Final Leg 1: Juventus 2 - Monaco 1
2017 Coppa Italia Semi-Final Leg 1: Juventus 3 - Napoli 1