Juventus and Kappa, a winning story of Italian aesthetics Like the logo created by Maurizio Vitale became the favorite dress of the Vecchia Signora's wins

On December 17, 1978, the reigning Italian champion Juventus was in Rome, engaged in one of the most difficult away matches of the league against the Rome of Pruzzo, Di Bartolomei and Ferruccio Valcareggi: an unfortunate away match that culminated in the goal of the Giallorossi captain the 1-0 final.

That game, however, goes down in history for another reason: for the first time, in fact, the stylized trademark of Robe di Kappa, a Turin knitwear and hosiery factory, appears on the historic black and white stripes, which, after having "dressed" Cabrini and Tardelli at the World Cup in Argentina of the previous summer, finds an agreement with the most prestigious club in Italy. The intuition comes from Pietro Giuliano, CEO of Juventus, who convinces president Boniperti to accept the court of Marco Boglione and Maurizio Vitale, respectively commercial director and CEO of Robe di Kappa.

It's the revolution: in 1979 the league will authorize teams to show the logo of the technical sponsor on the uniform, effectively opening a new era of professional football. But, above all, it is the beginning of one of the most iconic and winning partnerships in the history of the game: up to 2000, in fact, Robe di Kappa will rhyme with Juventus and vice versa, with some jerseys that have become an authentic benchmark for what concerns the compromise. between aesthetics, wearability and innovation. We have selected five of the most recognized and recognizable in the history of black and white marked by the Omini logo.

Away kit 1981-82

The 1997/98 season for Juventus is a Copernican revolution from an aesthetic point of view: the width of the stripes is increased, bringing the total to four, two white and two black. Sponsors and numbers have already been printed for some years and no longer sewn but the real novelty is given by the fit: contrary to what it will do in 2000 with the "Kombat", Kappa opts for a wide and fluffy baggy style, with the shirt that looks almost swell when the players are thrown in full swing. In line with the fashion of the time, then, the breathable perforated fabric on the inside, as well as the lettering of the name surrounding the number on the back.