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Juventus and Kappa, a winning story of Italian aesthetics

Like the logo created by Maurizio Vitale became the favorite dress of the Vecchia Signora's wins

Juventus and Kappa, a winning story of Italian aesthetics Like the logo created by Maurizio Vitale became the favorite dress of the Vecchia Signora's wins

On December 17, 1978, the reigning Italian champion Juventus was in Rome, engaged in one of the most difficult away matches of the league against the Rome of Pruzzo, Di Bartolomei and Ferruccio Valcareggi: an unfortunate away match that culminated in the goal of the Giallorossi captain the 1-0 final.

That game, however, goes down in history for another reason: for the first time, in fact, the stylized trademark of Robe di Kappa, a Turin knitwear and hosiery factory, appears on the historic black and white stripes, which, after having "dressed" Cabrini and Tardelli at the World Cup in Argentina of the previous summer, finds an agreement with the most prestigious club in Italy. The intuition comes from Pietro Giuliano, CEO of Juventus, who convinces president Boniperti to accept the court of Marco Boglione and Maurizio Vitale, respectively commercial director and CEO of Robe di Kappa.

It's the revolution: in 1979 the league will authorize teams to show the logo of the technical sponsor on the uniform, effectively opening a new era of professional football. But, above all, it is the beginning of one of the most iconic and winning partnerships in the history of the game: up to 2000, in fact, Robe di Kappa will rhyme with Juventus and vice versa, with some jerseys that have become an authentic benchmark for what concerns the compromise. between aesthetics, wearability and innovation. We have selected five of the most recognized and recognizable in the history of black and white marked by the Omini logo.


Away kit 1981-82

On May 2, 1982, at the "Friuli" stadium in Udine, Paolo Rossi returns to play an official match after being disqualified for the nebulous story of football betting. In the fifth minute of the second half, with Juventus leading 2-1 over Udinese, "Pablito" even scored, with a header, taking the assist from Liam Brady: he wears a splendid blue jersey tending to blue - happy presage of what will be in Spain in a few months - with the wide V-neck typical of the time, in which the white of the Kappa logo recalls that of the "ARISTON" writing on the chest and the black and white inlays of the sleeves and collar. Juventus will win the game and the championship and Rossi will be able to convince Bearzot to include him in the list of 23 of the Spanish World Cup.


Away kit 1983-84

The shirt worn by Beniamino Vignola as he scores the goal decides the Coppa delle Coppe final against Porto in Basel, one of the first slim-fits in the history of Italian football. The shirt that redefines the very idea of the away kit as a potentially more important distinctive sign than the home shirt: this time blue is present in the collar and in the sleeve inserts, an ideal complement to the dominant yellow of the layout with the Italian Cup cockade and numbers still hand-sewn. The historic colors of the city of Turin for the Vecchia Signora who lifts the second European trophy in her history.


Away kit 1990-91

On 9 September 1990 Juventus - which acquired Roberto Baggio from Fiorentina and entrusted the bench to Gigi Maifredi - made its league debut at the "Tardini" stadium in Parma, wearing a total black second shirt, as we have not seen since the 1960s: the white of logos, writings and inserts on the sleeves and collar makes the green of the outermost circle of the Italian Cup cockade stand out even more. A minimal and essential style but equally modern and projected to the future, the right combination of tradition and innovation for one of the most aesthetically appreciated jerseys in Juventus history despite a bitter season: seventh place in Serie A and elimination in the Coppa delle Coppe semi-final by Barcelona.


The "starred" kits - 1994-1999

In the second half of the 1990s, Juventus was the absolute protagonist of the Italian and international scene. On the bench is Marcello Lippi, on the field absolute champions such as Vialli, Ravanelli, Del Piero, Zidane, Inzaghi, Davids: between 1994 and 1999 three championships and a Champions League arrive, a competition in which the bianconeri finish for three consecutive years from 1996 to 1998. A team of stars that Kappa pays homage with the stars: precisely those that appear - yellow or simply with a white outline - on the shoulders of the away shirt in total blue with which the Bianconeri become European champions. Rome in 1996. In addition, the fixed presence of the tricolor on the shirts requires a change in the layout: the emblem was positioned in the box at the base of the padded V-collar, while the white of the Kappa logo recalls the color of the numbers, lettering and SONY sponsor.

The success is significant and, in the 1998/99 season, Kappa decides to replicate the motif also on the total white third kit with details, finishes and stars in black. Authentic pink gronchi, on the other hand, a third black jersey with stars and yellow trims from 1995: worn only in a summer friendly match in Vicenza, she never finds space in official matches.


Home kit 1997-98

The 1997/98 season for Juventus is a Copernican revolution from an aesthetic point of view: the width of the stripes is increased, bringing the total to four, two white and two black. Sponsors and numbers have already been printed for some years and no longer sewn but the real novelty is given by the fit: contrary to what it will do in 2000 with the "Kombat", Kappa opts for a wide and fluffy baggy style, with the shirt that looks almost swell when the players are thrown in full swing. In line with the fashion of the time, then, the breathable perforated fabric on the inside, as well as the lettering of the name surrounding the number on the back.