Juventus collaborates with cult brand Palace

Written by Massimo Marioni, CNN

Italy’s most successful soccer club, Juventus, has revealed its groundbreaking collaboration with cult skate brand Palace — and the apparel is generating the kind of hype usually reserved for major fashion labels.

The kit’s global launch resembled the type of social media “drop” now widely used to generate buzz around exclusive streetwear collections.

First, the club’s Instagram account teased shots of players arriving for their match against Genoa in new training gear. Then came the big reveal of the new “fourth” jersey (clubs typically only produce three designs per season) which features Palace x Adidas branding on Juve’s signature black-and-white stripes, complete with neon accents and spotted gradient design.
A jersey from Juventus' collaboration with streetwear brand Palace.

A jersey from Juventus’ collaboration with streetwear brand Palace. Credit: Palace

“For us, there’s not many teams we wanted to work with,” said Palace founder Lev Tanju. “Juve was just top of the list. For me, they are just one of the most iconic and chic football teams on the planet.

“They approached us to do something, and it all went on from there. We really just wanted to make something happen on (the) pitch rather than just make some dual-branded stuff. It’s been a dream for us to design a kit for them.”

Building a brand

For Juventus, conquering Italian soccer has never been a problem. The team is sitting top of Serie A, having won the title eight years in a row and 35 times in total.

But when it comes to establishing the club as a…

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