JUVENTUS LAUNCHES YEAR OF THE HORSE CAMPAIGN "RUN FORWARD, RUN YOUTH" | OneFootball

Juventus has launched "Run Forward, Run Youth" (新春尤向前): the Chinese New Year campaign that places the Club's defining spirit at the heart of the season's oldest traditions.

Shared Cultural Connection

The Chinese New Year holds various meanings across countries and cultures: a closing of chapters, a turning of pages, a collective step into the unknown. But at its core lies a simple promise: the courage to begin again and the hope that drives us forward.

And that promise lives at Juventus, too.

For 128 years, this Club has been defined by forward motion. Never standing still. Never looking back. It is the drive to improve, the confidence to take the first step and the belief that the best is always yet to come. The club calls this "Youth". Not an age, but a mindset. A relentless pursuit of progress.

This Year of the Horse, an animal synonymous with energy, progress and relentless momentum, brings these two worlds together. The horse charges ahead. So do we.

Run Forward, Run Youth (*新春尤向前*)

The title says it all: to run forward is to be young. "Youth" has no expiration date. It belongs to anyone who dares to move ahead, be it a rising star stepping onto the pitch for the first time, or a legend still chasing the next goal.

Three Generations. One Story.

The campaign's flagship film follows two journeys which are separate, yet the same.

In Turin, Juventus’ Men's, Women's and Next Gen players train, compete and grow. In China, a woman runs through her city, a young cyclist sets out at dawn and an elder reflects on a life still in motion.

Different paths, but the same direction: always forward.

Chinese singer-songwriter Lil Ghost brings the film to life, appearing on screen and setting it to the energy of his track "Dancing Til I Die". As one of China's most dynamic young artists, his presence bridges music and football, as two forces that move us, alone and together.

To mark the occasion, exclusive Year of the Horse red packet covers have arrived. Each design blends the Club's iconic black-and-white stripes with traditional Chinese patterns, delivering New Year greetings straight to fans' screens.

From Turin to your hometown. From the training ground to the streets where you run.

In this Year of the Horse, we move forward. Together.