Juventus and adidas Unveil 2026 Fourth Kit in Collaboration with Studio Sgura
Juventus has partnered with Studio Sgura for the club’s 2026 fourth kit, blending football heritage with high fashion in a collaboration that goes beyond a
Juventus has partnered with Studio Sgura for the club’s 2026 fourth kit, blending football heritage with high fashion in a collaboration that goes beyond a simple shirt release.
The Inspiration
The new adidas fourth kit revives a forgotten experimental concept from the 1996/97 season – a horizontal stripe design that never made it onto the pitch. Nearly three decades later, that abandoned vision has been reimagined with a fresh, intentional aesthetic.
The Collaboration
Giampaolo Sgura, known for his work as a fashion image maker and photographer in high-gloss editorials and global campaigns, leads Studio Sgura. Rather than a traditional football designer, Sgura brings a luxury and culture-focused perspective to the project.
The partnership has been building over time through Milan Fashion Week exhibitions and curated cultural events, allowing Juventus and Studio Sgura to develop a shared language where football heritage and fashion credibility naturally coexist. This fourth kit marks the first full expression of that dialogue stepping onto the pitch.
The Design
The shirt maintains a clean, confident look with the classic black and white palette. The proportions, striping, and overall feel deliver a new energy while respecting the club’s heritage. A long-sleeve, polo-style fit adds an elevated feel – structured yet relaxed, performance-ready yet streetwear-friendly. The positioning bridges football and fashion, with the campaign presenting Juventus as a symbol of identity and design culture.
The Wider Collection
Alongside the fourth kit, a broader lifestyle collection is being released. The article notes that a kit drop today is incomplete without a matching lifestyle offering.
On-Pitch Debut
Juventus will debut the new fourth kit this weekend during their match against Como.
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