Juventus’ pink away shirt brings club history and modern style together

At Allianz Stadium, pink has become the colour of Juventus’ home support this season as the club’s new adidas away shirt challenges the traditional dominance of black and white. The design draws on Juventus’ earliest history while also reflecting contemporary fashion and the changing ways football clubs engage with supporters.

The shirt combines a soft pink base with contrasting black details, a tone-on-tone zebra pattern and adidas’ classic Trefoil logo. Its appeal lies in the balance between vintage references and a modern look, but its significance goes beyond appearance.

Juventus wore pink after the club was founded in 1897, before the black and white stripes arrived from England in 1903 through Notts County. Those colours later became one of football’s most recognisable symbols. The current shirt therefore represents a return to the club’s roots rather than a departure from tradition.

For the 2026/27 season, Juventus and adidas have presented three different interpretations of the club’s identity. The home shirt reworks the traditional vertical stripes with a clear geometric design, a polo collar and fine gold detailing. The third kit takes another direction, combining black and gold with tonal flame graphics and elements inspired by Y2K, the early years of the second millennium.

That design is linked to the meaning of the name Juventus youth and the campaign slogan, “We are the youth. Since 1897.” Together, the three kits present the club’s heritage as something that can be reinterpreted through new styles and forms.

The campaign also used shirt leaks as part of its launch strategy. Rather than treating unofficial images as a problem, Juventus and adidas turned them into clues in a story designed to involve supporters, combining football, entertainment and digital culture. Luciano Spalletti and Gianluca Gazzoli appeared as investigators, while WWE wrestler Je’Von Evans was seen wearing the pink shirt and Kenan Yildiz hinted at the third kit on social media. Alessandro Del Piero and British content creator Ben Black also featured in Perth, Australia.

The away shirt’s first appearance in Hong Kong followed the same approach. For a friendly against Chelsea, Juventus wore a special version with players’ names in Chinese and fluorescent pink numbers, inspired by the city’s historic neon signs. A special Ganten patch on the sleeve also highlighted the partnership with the company.

The design was later presented as part of a Milan creative project photographed by Antonio Di Masi. Former Juventus player Claudio Marchisio appeared alongside artist Greg Goya, fashion and lifestyle figure Carlotta Bertotti, designer Claudia Arcangeli, stylist Gaia Dall’Orto and photographer Mattia Zubellaro. The images were released during Milan Fashion Week 2026, showing the six figures wearing the shirt around the city as everyday clothing.

Its appeal has even reached beyond Juventus supporters. Alessandro Cattelan, a declared Inter Milan fan, wore the shirt during an episode of his Supernova podcast. The moment underlined how the design can attract people beyond traditional football loyalties.

Ultimately, the strongest evidence of the project’s success is visible at Allianz Stadium, where the pink shirt has become a regular presence among supporters. Juventus has revived an old colour, adidas has given it a contemporary identity, and fans have made it part of the club’s present.