THROUGH THE STRIPES: THE 4TH KIT IS HERE | OneFootball

Looking at the past to shape the future.

Juventus, adidas and Studio Sgura present the new 4th Kit, that explores what happens when heritage and vision move in the same direction. Three creative forces come together with a shared intent: to rethink the stripes, while fully preserving their meaning.

The design brings together past and present, tradition and progression. Same colours, always bianconero, with clean lines, measured proportions and a natural confidence define Studio Sgura’s distinctive aesthetic, merging fashion sensibility with Juventus’ unmistakable identity. The result is a kit that exists between the pitch and contemporary fashion, between performance and lifestyle.

Completing the look is the return of the long‑sleeve jersey, a silhouette deeply rooted in football culture and reintroduced with a contemporary attitude. Featuring a polo construction and crafted in polyester, the 4th Kit blends comfort, structure and character.

Season 1996-97 provides the inspiration, a moment in which Juventus explored a horizontal interpretation of its iconic black and white in an experimental concept that existed outside official competition. A fleeting intuition, never seen in a competitive match.

Nearly three decades later, that vision re-takes form and horizontal stripes will appear on the pitch during Juventus-Como on February 21st. Revisiting that intuition today means reconnecting with a chapter of our history defined by courage, innovation and a desire to challenge conventions, elements that continue to guide Juventus’ evolution.

This 4th Kit represents the latest chapter in a creative journey that Juventus, adidas and Giampaolo Sgura have been building over recent years. From the “Black & White” photographic exhibition presented during Milan Fashion Week in 2022, to Zebra Club Event during Milan Fashion Week 2024, the collaboration has consistently explored the space where football, fashion and visual culture meet. A shared language that has evolved from galleries and creative events to lifestyle collections, and now, for the first time, onto the pitch.

Beyond the match shirt, the 4th Kit concept extends into a range of lifestyle pieces, created to elevate Juventus’ identity beyond the game. Captured through the lens of Giampaolo Sgura, the collection celebrates the intersection of football, fashion and culture, expressing Juventus not just as a club, but as a cultural symbol.

The new Juventus 4th Kit will be available online at the Juventus Official Store, in official retail locations, and will make its on‑pitch debut during Juventus vs Como on February 21st.