Juventus introduced on Thursday their new away kit for the 2018/2019 season designed by Adidas. The colour chosen this time is pastel sand, which veers from the tradition of having it either blue and yellow, which are the official colours of Turin, pink and black, reminiscent of the first ever kit worn by Old Lady when it was founded in 1896, or simply all black.
Juventus started the season in Verona by donning the third kit, which is sleek dark grey with neon yellow details and made completely out of recycled polyester and incorporates ocean plastic, so it is environmentally-friendly. The first kit is obviously black-and-white, pretty simple with three big stripes on the front and mostly white on the back.
The designer of Adidas Football Francesca Venturini commented on the official website: “Working with Juventus, the history of the club serves as both inspiration and ambition. Our goal is to take the iconic design elements associated with the club and inject them with contemporary style that makes the jersey work for fans in the street just as well as players in the stadium. With this new sand away kit, we have produced a design that is both classical and contemporary and gives a fresh new look to a famous jersey.”
Juventus announced the deal with Adidas in 2013, moving on from Nike. The six-year sponsorship started in 2015, so it will be valid for two more seasons after the current one, obviously barring an extension. The sponsorship includes a €23.25M compensation per year plus bonuses in case some sales targets are reached. The club gave up €6M add-ons per year that would have allowed Adidas to handle all licensing and merchandising-related activities in order to manage those in house and the decision has been profitable according to the recent balance sheets.
The kit sales received a massive boost with the arrival of Cristiano Ronaldo this summer: as a matter of fact, his jersey was no longer available at the beginning of August, since the 55-thousand-unit supply that should have been enough for the whole year lasted three weeks. The article has been re-stocked and will resume shipping at the end between September and October and it allowed the team to cash in €6M, with a very rich seasonal projection. In comparison, the team sold 41k shirts in 2016/2017, with a 10-15% raise the following year. In the first days, a news made the rounds stating that over half a million Ronaldo kits were purchased in the first 24 hours, but that was largely refuted, besides being blatantly over-the-top.
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