TURIN, Italy — Juventus and Adidas have pushed the boundaries of sports fashion once again by teaming up with Milan-based Studio Sgura. The result is a 2026 fourth kit that ditches traditional verticality for a striking horizontal look, drawing direct inspiration from the club’s iconic 1996/1997 pre-match polo shirt.
This marks the second high-profile collaboration between the Bianconeri and the creative studio of fashion photographer Giampaolo Sgura, following their successful debut during Milan Fashion Week 2023.
A Masterclass in Minimalist Luxury
The design is a deliberate move toward “blokecore” luxury—a trend blending vintage football aesthetics with high-end streetwear. The technical execution features:
- The Hooped Aesthetic: Thick black and white horizontal stripes that pay homage to the club’s mid-90s training gear.
- Discreet Branding: To maintain a clean, sophisticated silhouette, the Sgura brand is hidden on the inner collar, leaving the exterior exclusively for the Adidas and Juventus logos.
- Premium Availability: In a move that highlights the kit’s status as a collector’s item, Adidas will release it only in the “Authentic/Match” version, priced at approximately €150.
Strategic Debut at Allianz Stadium
The kit is expected to make its professional debut on February 21, 2026, during Juventus’s home clash against Como. The timing is strategically aligned with the start of Milan Fashion Week (February 24 – March 1, 2026), reinforcing Juventus’s position as the world’s most fashion-forward football club.