Juventus, spectacular presentation of the new equipment » The club goes back almost 30 years in the past
Article by Mihai Șovei – Published Friday, February 20, 2026, 12:58 / Updated Friday, February 20, 2026 1:04 p.m.
Juventus has officially unveiled its fourth kit for this season. It's a collaboration between main sponsor Adidas and Studio Sgura (a creative studio founded by renowned Italian fashion photographer Giampaolo Sgura), and what's striking is that the traditional black and white stripes are, this time, horizontal, not vertical. The shirt design is inspired by the 1996/97 home kit.
The special kit will be worn by the Bianconeri in Saturday's home match against Como.
PHOTO. Juventus presented their new kit
Juventus unveiled the fourth row of shirts the players will wear this season on Friday, explaining the inspiration behind this choice The 1996/97 season was one for the Serie A side, who won the title in Italy and played in the Champions League final, losing to Borussia Dortmund 1-3.
According to the club's official website, the price of a t-shirt is 160 euros, approximately 815 lei.
“Looking to the past to shape the future. Juventus, adidas and Studio Sgura present the new fourth kit, which shows what happens when tradition and vision move in the same direction. Three creative forces, united by a common goal: to redefine the stripes, fully preserving their meaning. The design unites the past and the future, tradition and evolution. The same colors, always black and white: clean lines, measured proportions and a natural confidence define the distinctive aesthetic of Studio Sgura, combining the sensibility of fashion with the unmistakable identity of Juventus.The result is equipment that exists between the pitch and contemporary fashion, between performance and lifestyle.
The 1996/97 season provides the inspiration, a time when Juventus experimented with the horizontal interpretation of its iconic black and white colors in an experimental concept that was shown outside of official competitions. A fleeting insight, never seen in an official match. Almost three decades later, this vision is taking shape again, and the horizontal stripes will appear on the pitch during the Juventus v Como match on February 21. Rethinking this intuition today means reconnecting with a chapter in our history defined by courage, innovation and a willingness to challenge convention,” reads part of the club's statement.
The presentation model from the 1996/97 season, the inspiration for the new kit
