Juventus and Palace unveil their anticipated collabo

It's official. Juventus has officially presented its collaboration with Palace during the home match against Genoa. The leak of a possible collaboration between The Bianconeri and Palace begun to circulate last May, after the success of the Paris Saint-Germain x Jordan collab.
In addition to Palace and Juventus, the collaboration involves also adidas - Juventus's kit supplier - which had already joined forces with the skate-brand born in London in 2009 for many products, starting from sneakers drops and also for two Inter Milan and Juventus football jerseys inspired by 1980s models, released in 2017. 

The Juventus x Palace collection consists of a tracksuit, warm-up suit, hat, scarf, an anthem jacket, and the football shirt that Cristiano Ronaldo and his teammates wore at the Allianz Stadium.
It is still not clear yet whether Juve will wear the jersey also during Champions League matches, or just in Serie A. 
The collaboration's a historical turning point in the football merchandise market: the first real collab between a football club and a streetwear brand. 
The collabo is just a piece of a bigger puzzle started by Juventus with the rebranding of 2017 and later with the Icon Collection, the first street collection of the club launched last January, expanding the brand of the Turinese club beyond football.
Having already opened the doors of the Juventus Stadium, J Museum, J Medical, and the J Village, it’s clear Juventus is thinking big — aiming at turning the Juventus and “J” brand a household fixture worldwide, not only in Europe.

The brandification of football clubs was something started by PSG and Jordan, with the iconic shirt and collection designed for the Champions League. The Juve x Palace collab is definitely different: Palace is not Jordan, it has a background linked to avant-guard streetwear, London's skate scene, and the street culture. It's fair to say that if the PSG x Jordan has been a huge commercial success, Juve x Palace is more a branding and market place operation that links the Juventus brand with one of the hottest street brands of the world.

The official release date seems to have two main reasons: the first linked to football and the history of Palace, the second to the branching promotion of the Juve brand. Palace is a British and football enthusiast brand, while Genoa for its part is the most English team in Serie A, founded in 1893 by English lords who baptized it Genoa Cricket and Athletic Club.
The second and most important reason could be linked to Club to Club, a world-class avant-guard music festival that will take place in Turin, among the others James Blake, Flume, Floating Points and Chromatics are going to perform. Therefore, we cannot exclude the launch of the collection through the performances of the artists of the festival, in an underground and artistic setting, values shared in all these years also by Palace.