20 September 2024
Juventus, Adidas and Studiosgura are ready to shake up the Milan Fashion Week scene with an event celebrating Juventus' third kit, blending sport, fashion and youth culture in an exciting mix.
The concept and creative direction of the event are the brainchild of Gianpaolo Sgura, with the aim of capturing, revisiting and paying homage to the underground aesthetics of 1980s New York, with an immersive journey through AI and vintage design. The protagonists of this visual experience will be imaginary characters, dressed in the new third kit, in a setting that takes inspiration from the golden age of hip hop in the Big Apple. A reminder of the times when the fusion of disco, funk and hip hop gave rise to new forms of expression, perfectly embodying the synergy between sport and streetwear.
There will be no shortage of musical surprises: two standouts among the DJs who will perform over the course of the evening are Kerri Chandler, a pioneer of New York house music, and Fatima Koanda, the talented Italian DJ known for her house and afro-tribal sounds.
The event is a celebration of youth and cultural dynamism, with the Adidas branded Juventus third kit proving to be a symbol of style and innovation.
To mark the occasion, the third kit, which has sold out in recent weeks, will once again be available for pre-order on the Juventus online store, offering fans another chance to wear a piece of history that combines past and present.
