Napoli’s De Laurentiis: Making our own shirts shows vision and freedom | OneFootball

Napoli is not just a team, but a cultural symbol. Our goal is to bring it to the world.

Napoli, Valentina De Laurentiis: “Napoli is a cultural symbol. The self-production of jerseys is a choice of freedom and vision.”

Napoli is not just a football team, but a cultural, identity, and creative project. This is explained by Valentina De Laurentiis, daughter of the president Aurelio and the communicative mind behind the renewal path of the blue brand, in an interview with Rivista Undici.

“My father is a visionary”

“Certainly, my father is a visionary, someone who has never been afraid to take risks,” stated Valentina De Laurentiis. “He has always had cutting-edge ideas that have allowed the club to evolve from every point of view.”

In recent years, Napoli has embarked on a profound rebranding journey, capable of combining tradition and innovation. “The rebranding stems from the need to represent the pride of being Napoli,” she explains, “and it materialized in a reinterpretation of the logo: our traditional Napoleonic N has been reworked in a more minimal and contemporary way. We wanted to free it from superfluous elements, making it cleaner, more elegant, and monochromatic. The goal was singular: to communicate that Napoli is much more than a sports club, it is a cultural symbol.”

Self-production of jerseys: a groundbreaking choice

One of the most significant chapters of this revolution was the decision to self-produce the game jerseys, foregoing traditional technical sponsors. “Self-production was born from a need for freedom and vision,” explains Valentina De Laurentiis. “After years with major sports brands, we felt the need to build a more personal identity consistent with what we were achieving as a club and as a city. We wanted to decide every detail, to tell our story without limits or external constraints.”

A choice described as “groundbreaking,” which has transformed Napoli into a creative laboratory capable of combining sports, design, culture, and territory in a unique visual language in the European football scene.

Football as a cultural and social tool

But the project does not stop at the field or the jerseys. Napoli wanted to give a deeper meaning to its presentations and initiatives. “When we present our jerseys, Napoli's task is not just sporting, but also cultural and social,” emphasizes Valentina De Laurentiis. “We look for places that tell the story of the city and its province, often forgotten or abandoned, to restore their value and visibility.”

A philosophy that transforms the club into an ambassador of the territory, capable of uniting sports and urban redevelopment. “Napoli is also this: a team that has brought light back to a city that needed to be seen, loved, and told in its deepest truth.”

This article was translated into English by Artificial Intelligence. You can read the original version in 🇮🇹 here.