23 October 2020
Redefine memories, relive history. Living one step ahead.
Today, the Juventus Fourth Kit has been officially unveiled, and it is an unprecedented design (only to be featured by a few other clubs in Europe, namely Arsenal, Bayern Munich, Manchester United and Real Madrid) , that has been curated by adidas and Humanrace FC.
The Bianconeri will wear this collaborative kit this Sunday against Hellas Verona, whilst the Bianconere will debut the shirt on the 8th November vs. Sassuolo.
The team led by Pharrell Williams was inspired by the Club's past, with its heritage and uniqueness, which were the elements at the base of the design process. Reinventing historical moments to reflect today's football culture. This was the process that guided the design of Humanrace FC, through a hand-painted aesthetic, central to the project.
Humanrace FC looked into the adidas archive to find the pink jersey of the 2015/16 season, the first season of the partnership between adidas and Juventus. The bold and vivid color that blurs the line between sport and style has become an instant icon of modern football culture. From here comes the inspiration: the creative process was centered on a raw and expressive "hand drawn" technique. All the details have been reimagined in paint format, from the Club crest to the partner logos, to create a look with a unified style, which also has an important communicative objective. Working closely with each of the five teams involved in the project, adidas and Humanrace FC wanted to bring the clubs together for the first time in a shared celebration of the human spirit.
The joint ambition of Pharrell and the adidas design team is to demonstrate that football is for everyone, by uniting and celebrating differences, as he explains himself: “History is what shapes the future and, sometimes, to look forward, first we have to look back. The most important part in the process of creating this collection was learning about each club's legacies and how every defining moment in their history was captured and preserved from a design perspective. Each of the new jerseys is a symbol of the legacy of the five clubs and a true celebration of the universality of sport.”
The collection is launched with a short film that highlights the human beings who shape creativity and football culture, sharing their unique stories. Also among them is London-based club, Romance FC, who have had a bespoke jersey created for them to play in this season.
In addition to the stylistic elements, the shirts feature adidas’ AEROREADY fabric, specially designed to keep athletes dry and comfortable while performing in any conditions.
The Juventus Fourth Kit by adidas and Humanrace FC is available now, in-store in Turin, Milan and Rome and on the Official Online Store.
