Juventus Black and White and More

The iconic rebranding of Juventus by Interbrand in 2017, a football club with 120 years of history being changed. I remember this branding being announced as well as the uproar it received. A fundamental shift away from the Italian societal landscape that, in tradition, takes pride in its history.

During that time, Juventus was the biggest club in Italy regarding on-the-field success and revenue. Still, it needed to improve in market share compared to its international rivals Real Madrid, the Manchester clubs, and Barcelona. This rebrand aimed to grow the club in the global market, be more accessible, and go beyond the game. It was showcased to a large audience during Milan Fashion Week.

"The event was described on launch as being like a Hollywood movie"

“We identified an opportunity that was as simple as it was ambitious: spark desire in customers outside of the category of football by bringing to life the new positioning and creating a set of premium, lifestyle experiences that would capture the imaginations of a new generation of supporters.

This strategy approach from Interbrand was risky despite being originally controversial for treating fans as customers and being too corporate; too anonymous and too bland. In analysis of this case study the overall picture was a success creating a worldwide culture and a clear vision of the future for this iconic football club. Juventus did well at establishing this brand in the market. They survived the initial backlash and reeked the rewards of sticking to their principles.

But storytelling doesn’t stop with the first impression. In fact, that’s just the beginning. Brands that understand the long-term value of storytelling build deeper, ongoing connections with their audiences. By evolving their narrative and responding to customer feedback, they create a living story — one that grows and adapts just like their audience does.

The best stories make people feel seen, understood, and inspired. They leave a mark not because they are loud, but because they are meaningful. This is the essence of modern branding, and it’s what sets extraordinary brands apart from the rest.

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