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A global first fashion partnership for Juventus



To take Juventus to new audiences establishing them as not just a football team but more like an iconic lifestyle brand.


We worked with Juventus to help further establish the fashion and lifestyle credentials of this footballing giant. From strategic direction to recruiting a fashion partner in uber cool, desirable and relevant streetwear and skate label Palace, Box to Box have been at the heart of this project from it’s inception.


The centrepiece of the collaboration, was that the team played a game in a special ‘4th kit’ designed by the fashion brand, the first team to partner with an external fashion designer and play a competitive league game in such a one off collaboration. This was followed by a limited edition global ‘drop’ of the full collection. Box to Box filmed simultaneously in 7 cities – Tokyo, Shanghai, London, Milan, Turin, LA and New York telling the story of the launch and the hype around it’s unveiling. We added influencer engagement, pop-ups, launch events and a huge media reaction to the mix with it proving to be a very special campaign.

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