‘Our Way or No Way’ is the tagline for Adidas first Juventus home kit that is launched via a no-nonsense campaign spearheaded by a striking video called ‘No Clowns. Just Footballers’.
Featuring a set of Juve stars (including Pogba, ) initially wearing colourful clown outfits before stripping down to the latest version of the Old Lady’s classic black-and-white 2015/16 strip.
Rolling out in early July, the campaign for the 2015/16 kit features copy reading: ‘Juve’s game is plain and simple. It’s got to be black and white. That’s their way. Their focus. Anything outside of their game is not tolerated. All that hype in football, all that colour, even the smallest dot of it, is removed. It’s not important. It doesn’t matter. Only football matters.’
Carrying a distinctly no-nonsense message, the ‘Our Way or No Way’ global communication campaign, which features Juventus players and is marketed primarily across the sportswear giant and the club’s own digital channels – including Twitter,
Our way or no way. La nueva camiseta @adidasfootball de la @juventusfc ya está aquí. #ForzaJuve #BETHEDIFFERENCE pic.twitter.com/H3qoTMRXqf
— Álvaro Morata (@AlvaroMorata) July 1, 2015
and Instagram.
The work is also tagged with adidas’ new umbrella football positioning hashtag #BeTheDifference.
‘For the first time ever Juventus will wear the three stripes. We are proud of the partnership signed between the club and current Italian league champions, and at the same time we’re pleased to unveil the home and away kits for the 2015/16 season to all the fans,’ comments Andreas Gellner, Managing Director adidas South Europe.
‘The best way to start this new adventure is to celebrate the triumphs achieved by the ‘Bianconeri’ in recent years. We did this by embedding in the design the three gold stars embroidered on the club’s crest, inspired by the place that sums up all these achievements: Juventus Stadium.’
‘We’re very proud to work alongside a partner like adidas in such a significant period in the club’s history,’ adds Juve’s chief revenue officer Francesco Calvo.
‘In our bid to consolidate our position at the summit of world football, as of today we can count on another strong ally who firmly believes in us and also shares our key values such as tradition, internationalization, innovation, the pursuit of excellence, and leadership.
‘We see adidas as a crucial part of our growth strategy and we will make all of our assets available to them in order to help the brand extend even further in the global football landscape. We are convinced that the next six years of this agreement will be the start of a lasting partnership, full of new and exciting challenges.’
The kits themselves feature adizero and climacool technology, are made of a woven lightweight fabric which improves breathability and provides greater freedom of movement and comfort without sacrificing flexibility and resilience.
The kit itself sees the shirt carry an additional third star above the club’s iconic badge after the Italian champions earned the right to wear three stars after securing a 30th Serie A title at the end of the 2014/15 season.
The classic black and white home and pink away kits are available to purchase at both adidas’ and Juventus’ own-retail stores, as well as at specialist sports retailers and on e-commerce channels worldwide.
Have you got your hands on our new @adidasfootball kit? Order yours here: http://t.co/MZxF7B8aUZ #BeTheDifference pic.twitter.com/TBKSTDXjK5
— JuventusFC (@juventusfcen) July 3, 2015
The new home shirt features the classic black and white stripes, while a black hem at the bottom of the jersey features a tonal graphic print featuring the J letter, the club symbol, and details evoking the exterior design of the Juventus Stadium.
As well as the three black stripes on the socks and shorts, three adidas black stripes are also placed on white inserts on the sleeves to underline the bond with the brand.
Juventus Home Shirt for the 2015/16 season made by @adidasfootball. Buy here: http://t.co/Hnnknu8OLY pic.twitter.com/rYOJzaMCVq
— JuventusFC (@juventusfcen) July 1, 2015
The away kit combines blends tradition with innovation: from its foundation in 1897 until 1903 Juve wore pink jerseys and black shorts and the adidas designers have reinterpreted tradition by combining the pale pink colour of the historic club jersey with brighter pink applications on the sleeves and on the front in between the white stripes to create perfect mix of authenticity and modernity.
The 2015-16 Away kit by @adidasFootball. #BeTheDifference pic.twitter.com/ZTMjXevu6O
— JuventusFC (@juventusfcen) July 2, 2015
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Adidas campaign, which follows its recent six year Juventus kit deal which runs until 2021, aims to emphasise how the Juventus style differs from its rivals – one based on pragmatism (which it asserts is the underlying foundation of the club’s achievements).
Activative has analysed numerous kit launches in recent years, but few have been promoted with such a dynamic and creatively powerful film as Juve’s clowns spot.
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