Juventus, the iconic Italian soccer team, has been expanding its identity for the past few years, pushing the boundaries of how a team can grow its activities and significance internally. Its “Black and White and More” identity has been coming to life with a broad-ranging plan that transforms the deepest values of the Juventus Football Club through diversified experiences.
And one of those new experiences is set to unfold on Friday, December 7, in New York City in a mashup event that features Juventus branding, and a high-profile remote viewing of a crucial match the team will be playing in Italy, with another increasingly international sports league: the National Basketball Association.
At Barclays Center in Brooklyn, Juventus will take over the arena with its own branding for a special themed night devoted to the side. This will include a watch party for Juventus’ match against Inter Milan that begins in mid-afternoon Eastern time, black-and-white Juventus branding inside, and outside lighting that also will promote the Juventus brand.
The Brooklyn Nets, another team with a black-and-white brand palette, will be taking on the Toronto Raptors in a game that will mark the first time that an Italian soccer team has collaborated with an NBA franchise during an NBA game.
Juventus will even have the club mascot, Jay, on hand.
“Football is becoming more and more a global business,” Manfredi Ricca, chief strategy officer for Interbrand EMEA and LatAm, said as the branding agency helped reshape Juventus’ identity in 2017. Juventus is building “a broader and deeper meaning.” (Editor’s note: brandchannel.com is owned by Interbrand.)
Built upon a heritage of confidence, determination and uncompromising conviction, Juventus’ growth plan called for a new visual identity and, more broadly, for distilling its essence into far-reaching experience that can appeal to soccer fans while being highly relevant to other entertainment enthusiasts.
As Ricca put it, the experiences surrounding the Juventus brand call for soccer “always be[ing] the origin, but never the limit. This will let the Club sustain its own growth both economic and sports-wise, and extend its influence over international markets.”
Juventus’ plan also calls for immersive retail formats and a range of unique physical and digital products and services. The plan is to make Juventus a “global identity brand,” able to synthesize its spirit and extend into completely new markets and communities, creating a virtuous cycle between club, brand and business growth.
Given the thrust and goals behind its new identity, for Juventus, working with the NBA seems like a mashup made in sports heaven.