Challenge was launched with the idea of getting Gen Z and Alpha involved in creating a new sense belonging to the Bianconeri which could extend beyond the pitch and even perhaps football too. Set up by Juventus for H-FARM students in 2015 to develop innovative projects, it culminated today with an awards ceremony at the H-FARM Campus in Treviso, where the winning project was announced.
This challenge was designed to allow young people to think outside the box, to work off the pitch on designing, shaping and planning new and unprecedented ways of fostering involvement with the club. Juventus tailored the project to H-FARM College students, using Lean Design Methodology and Service Design to give them a real challenge.
It forms part of a collaboration between H-FARM and Juventus, established with the aim of bringing together the club, innovation, younger generations and the world of education. Juventus have embraced the dynamics of modern football and are determined to be a key player in future developments, reinforcing our commitment to innovation so that we can shape what is yet to come, with the need to innovate so crucial in this endeavour. Since 2022, concrete steps have been made in this regard through the creation of a new post dedicated to innovation. There is a specific focus on three fundamental components, something on which H-FARM students have worked: Involvement and Revenue Diversification, Reputation, and Performance.
Students were supported throughout the project by Bianconeri staff members. They were given space to use their imagination to create projects based on new themes, unconventional collaborations, a product or launch, which should capture the spirit of innovation, something on which Juventus place great importance. They then had the chance to present their ideas to a panel of club members, chaired by Juventus’s Chief Marketing Officer Mike Armstrong.
Looking ahead to the future, the winners of Challenge are Team 5 “A mental health journey”, composed by Alessio Pitteri, Mattia Buoso, Alberto Troncon, Ilaria Nalon. They will take part in an exclusive immersive experience in the Juventus world during the league match against Fiorentina at the Allianz Stadium in a few days. They will go behind the scenes at the Bianconeri headquarters and meet some of the Marketing and Management team, thereby continuing to build their knowledge and skills for their own personal development and the realisation of their idea.
Antonello Barbaro, CEO-General Director of H-FARM Education, shared his thoughts on the significance of such initiatives. «Our educational pathway prepares young people for the digital challenges of tomorrow, allowing them to quickly gain experience in high-level scenarios with companies, brands and practitioners. We place great importance on continually developing crucial skills so that they are ready to face the professional challenges of the future. It is a natural consequence of this approach that we should collaborate with Juventus»
Mike Armstrong, Juventus Football Club’s Chief Marketing Officer, also believed the project had brought great benefits. «New generations represent our future, so who is better placed to guide us in creating content and products designed for them? This challenge has allowed us to do so much more than search out projects. We asked this generation to tell and open up to us through their ideas and it has given us great insights and energy. We set this up in a place where we knew it would not only be welcomed but fostered. Now, we are certain it will grow and be part of building the future».