Why Juventus x Palace is breakthrough for soccer and streetwear Juventus redefined what a soccer club can accomplish in the fashion field

If someone in Juventus’ meeting room had proposed to make a jersey in collaboration with a London skater brand three years ago, the results would have been confused faces and loud laughter. Today, however, the Palace x adidas x Juventus collab sold out in just a few hours after having debuted, worn among others by Cristiano Ronaldo, at the Allianz Stadium on October 28th against Genoa. The exceptional nature of the operation does not lie in the product (that was very successful in all the items in the collection, from the t-shirt to the "Forza Palace" scarf) but in the very fact that the Italian club collaborated with a brand like Palace, still considered the appanage of streetwear, linked to skate culture and alien to most fans.

The rest of the collection is where the brand has been able to impress its own taste that draws on the English aesthetic of hooligans and on the street fashion of the '00s. As in everything that Palace does, there is also a layer of irony: having the chance to exploit Cristiano Ronaldo, the highest-paid influencer in the world and Nike man par excellence, must be something the team has thought about. Juventus x Palace is the first operation in which a soccer club treats itself as a fashion brand, creating an original and quality product that enriches the culture around the team. Here at nss sports we hope it’s the first of many.