The adidas x Juventus for the CNY collection

As nike did with Liverpool, adidas also presented a line dedicated to the Chinese New Year, and did so for its Elite clubs, including Juventus. In addition to the Bianconeri, as for Human Race, adidas has also designed the items in the collection for other clubs: Bayern Munich, Real Madrid, Manchester United and Arsenal.

The Chinese New Year has a representative animal every time, and this year, it will be the ox. So, adidas celebrated this animal with its own impression on the garments of the various clubs, on the back or small on the chest. In addition to that, the Chinese New Year collection also has a distinctive feature at the bottom on the left side: it is adidas' personalized brand for this line, a red tag with engravings of Chinese idioms. Juventus, then, there are a long-sleeved T-shirt, a jacket and a hoodie-free crew neck sweatshirt. In particular, as well as those of the other teams, the jacket (black in color) is the most interesting garment, with a particular template - which identifies the dragon, Chinese symbol, plus the cattle and other figures typical of Chinese culture - and the logos of adidas, Juventus and the three stripes on the gold shoulders.

As with many companies (not only sports) the Chinese market is a strong commercial point and initiatives of this kind allow not only the brand, but also clubs to increase interaction with Asian fans. The teams, in fact, cultivate the relationship with the eastern fan base through social accounts of the most used platforms in countries such as China or Korea, open localized stores, and as long as possible, regularly organized tours and matches against formations of those leagues. The adidas x Juventus collection for the Chinese New Year is another (commercial) point of Juventus in feeding the relationship with China.