A big surprise ahead of Juventus-Como

Adidas and Juventus have unveiled their new fourth kit: a design that looks to the past to shape the future, reinterpreting one of soccer’s most iconic identities in a contemporary way. Inspired by the 1996/97 season, the kit incorporates a rare horizontal version of Juventus’ legendary black and white stripes. An experimental concept, left out of official competitions and never seen on the field. Almost 30 years later, that vision is finally taking shape.

Born out of the creative collaboration between Juventus, adidas and Giampaolo Sgura’s Studio Sgura, the fourth kit unites three different realities but united by the same ambition: to rethink the stripes without betraying their meaning. The design blends past and present through clean lines, balanced proportions, and an essential aesthetic. Staying true to the black and white palette, the kit combines football authenticity and fashion sensibility, finding a natural balance between performance and lifestyle.

The jersey is presented in a long-sleeve version and features a polo construction designed to offer comfort, structure and character. Captured through the lens of Giampaolo Sgura, the campaign celebrates Juventus not only as a football club, but as a cultural symbol, where sport, style and identity converge.

The campaign also features a polo shirt.

In addition to the match jersey, the collection includes lifestyle garments designed to enhance the club’s identity off the field. Each piece reflects a unique creative vision, linking performance apparel with contemporary design. The fourth Juventus kit will be available from Feb. 20 through the Juventus Official Store, adidas.co.uk and selected retail outlets, and will make its on-court debut during Juventus-Como.