Remember the metaphor of the straw that breaks the camel’s back? There Juventus has put its fans to the test to see their level of endurance and judging by the results the explosion appears close. Irony aside, the Old Lady’s supporters did not particularly appreciate – euphemism – the new uniforms proposed by the Juventus marketing section. Between hearts and teddy bears, the reaction was one of disappointment towards the outfit that Vlahovic and his teammates will wear in the final days of the championship.
The two Juve shirts for the season finale
But why did Juventus decide to play their last matches with a shirt like this? The initiative was born from a collaboration with Adidas and Inbetweeners, a web 3.0 fashion house founded in December 2021. There are two uniforms: the white one features a light blue teddy bear clutching a ball in its paws, a stylized Mole, a Jeep and a red Lego brick among stars, clouds and red hearts; in the black everything is the same but with the objects depicted defined by a golden outline that can highlight them.
Why these uniforms? The club’s explanation
Juve justified the initiative on its website: “Through the creation of one-of-a-kind digital collectibles, the three brands will promote a new form of fan engagement and artistic expression in the world of NFTs and digital fashion“. The collection should include 1897 “digital items”, a number that is not random but which refers to the year the company was founded. By purchasing the objects you can participate in the competition which offers prizes also linked to the Juventus universe.
The indignant reaction of the fans
It’s not as if the reaction of the black and white world was exactly understanding. There are those who have defined the shirts as “pajamas” making fun of the lack of verve of Massimiliano Allegri’s team on the pitch. Comments pour in: “Tell me it’s designed to confuse the opponent, please” and then: “This is what we have become for our opponents: cute teddy bears to rub (not tenderly). Finaccia” and also: “how disgusting… t-shirt with puppets for a team of puppets!!”
The web is unleashed: “Worthy shirt for a society without attributes. For a few cents you sell off the shirt without any respect for its over one hundred year history. I feel sincere embarrassment and disgust for this marketing choice” and again: “Not only do we make people laugh on the pitch, now we’re also making people laugh on social media” comments a user of Juventus faith. Finally, there are those who bother with the past: “If he came backlawyer he would kick your ass“. Another is even more incisive: “Worthy shirt for a society without attributes. For a few cents he sells off the shirt without any respect for its over one hundred year history. I feel sincere embarrassment and disgust for this marketing choice“.
