Today, adidas reveals the Juventus third kit for the 2020/21 season, continuing its seasonal modern art-led approach to kit design. The third kit brings a bold orange colour for the first time in the club’s history in an expression of confidence and vibrance to reflect the team’s spirit on the pitch.
The striking design also provides further evidence of the club’s constant progression, looking to surprise and delight fans with unexpected ideas, made famous by the evolution of the club’s visual identity and logo in January 2017. The result is a shirt that keeps with the traditions woven into the club’s DNA, while signalling a fresh era for Italy’s most successful team.
Francesca Venturini, the adidas Designer behind all three Juventus jerseys for season 2020/21 commented on the approach, “We wanted to create all three Juventus kits for the 2020/21 season through the lens of art. The patterns that we have been able to form demonstrate the world of jersey design and art colliding. Juventus is a club that stands for innovation and is a global leader in football so we focused on bringing unique elements to each of kits. For the third jersey, this is the bold colour scheme, using orange for the first time in the club’s history.”
Continuing the modernization of the club’s classic iconography, the third shirt features HEAT.RDY – KEEP COOL, adidas’ cooling innovation that keeps the wearer feeling dry and confident in the game. The replica shirt offers similar benefits with AEROREADY – FEEL READY, a technology that helps players feel comfortable and ready to play.
To further celebrate the launch of the new jersey, adidas and Juventus are teaming up with a creator, as part of an open-source approach to create an AR virtual art experience. This launch will take place in September, to coincide with the start of the new Serie A season.