PALACE

x

Juventus

After months of speculation, Juventus launched their adidas x Palace Skateboards collaboration featuring a collection of streetwear apparel. The centerpiece was the kit, which had been modified with neon hits on the Juventus crest, sleeves, names & numbers and adidas x Palace logo, while a distorted graphic interrupted the stripes on the jersey and socks. The drop caught the footballing world off guard when the club switched into their new special edition collection for a Wednesday night fixture against Genoa.

The Palace x Adidas link up was a significant step for the Three Stripes in terms of transitioning the brand into lifestyle circles while competing with the success Nike had with the Jordan x PSG collab. As for Palace, they became the first skateboard brand to stake their claim in the world of professional football. By designing and co-branding an official jersey, Palace created a collection of apparel that paid tribute to some classic Juventus releases, combining retro sportswear silhouettes from the Adidas archive with motifs and colors synonymous with the Turin club.

HOVER TO EXPLORE JERSEY

Crest

The Juventus crest, like the rest of the kit details, have been blown out in neon green or orange. The 'J' logo, a product of the 2017 rebrand, fits in perfectly with the clean look of the collection.

Logo

The kit features a combined Adidas x Palace logo where the kit maker usually goes. The two logos, along with the Juventus one, also line the inside back collar.

Pattern

Palace & Adidas have taken Juventus' classic black and white stripes and added a trippy twist. The pattern also decorates the socks.

On the

Pitch—

Rumors began circulating that a reveal was imminent when Juve turned up to the stadium wearing all white tracksuits dual-branded with the Palace and Adidas logos. A midweek home game against Genoa might not be the obvious choice to launch such a landmark project, but this was a night with no other real significant fixtures.There was no Champions League to distract eyes, no real importance on the game in question; it was the perfect platform to let the collaboration be mainstage.

The match turned out to be an exciting one, with the two sides deadlocked at the half. Three red cards would be dished out in the second 45 though, and just as the match looked to be headed for a draw, Cristiano Ronaldo would step up to convert a 96th minute penalty to give the home side all three points.

Pitch—

Off the

The Juve x Palace collaboration could only come after the famous Juventus rebrand of 2017 in which they took a brave step away from the traditional club crest and focused on the strength of the simplified 'J' logo, re-positioning the club in lifestyle, streetwear and fashion circles. On the other side the Palace brand has its own history in football. The skate label has previously released collaborations with Umbro and Adidas on football jersey collections while also dropping two football jerseys celebrating retro Juventus and Inter Milan kits. The difference is that none of these made it anywhere near the pitch.

While they share underlying similarities, this Juve x Palace link up was everything the Jordan collab was not. It was thought-out and the result of years of tactical planning. Where the PSG x Jordan collab hit a larger sweet-spot and most likely larger sales, this partnership between Juventus, Adidas and Palace delivered more credibility in streetwear circles and acted as a foundation to progress this thriving streetwear trend in football. It proved that the possibility of this powerhouse partnership between football and streetwear is endless, and it’s here to stay.