Clubs that do not present their jerseys

Every year, clubs together with their technical sponsors compete in launching the new kits for the following season, through a photo shoot, a social strategy and a memorable presentation that sticks in the fans' minds. There are, however, some teams that by internal choice decide not to publish any photo shoots, leaving the jersey to make its own debut directly in the playing fields during the usual summer friendlies. Obviously, the presentation is not mandatory, no league or regulation obliges clubs to launch a jersey in a particular or specific way. The football shirt, however, is the item most purchased and worn by fans both at the stadium and now also outside, a real asset at the disposal of clubs through which they can perfectly combine creativity and tradition. And at a time when the jersey has become more than just a symbol of passion and belonging for the fans, not presenting it with ad hoc shots that highlight in detail all the new details and meanings behind the new creation is a big mistake.

It has to be said that compared to only a few years ago, when many Serie A clubs presented their jerseys wearing models who moved around without any function other than posing as living mannequins, many steps forward have fortunately been taken. Despite this, many clubs prefer not to give their jerseys much importance through their own communication channels. 

This year, in fact, many clubs have opted for a presentation outside the classic schemes, one of them being Atalanta, who thought of presenting the jersey through a simple 3D reconstruction. But there are also other teams that have done 'worse'. Udinese just these days in the summer friendlies played with two jerseys that look like the ones they will wear in the upcoming Serie A season. Salernitana, too, seems to have opted for the same solution. In recent days, the team has taken the field in the classic summer friendlies with different shirts, creating confusion among insiders. Even though the Campania team has stated that it will present all the game uniforms in a triangular match on 30 July.

Lazio did no better, despite enjoying a far greater resonance than the other teams mentioned. Lotito's team presented the jerseys in a nice evening in Piazza del Popolo, but did not think of any specific shoot where the kit made by Mizuno for the first time in history could be seen. And so did Monza, who despite an expensive buying campaign and the much curiosity created behind the newly-promoted team did nothing to push the jersey made by Lotto, a brand from which more was certainly expected after returning to Serie A. To betray expectations was another newly promoted team, Lecce, who despite being one of the few clubs in Europe to self-produce their jerseys, then failed to promote them properly, relying only on a bare and boring graphic right from the first impact.

Working on a jersey takes a considerable amount of time, so much so that brands start working on concepts just after the start of the previous season in order to be prepared for any eventuality, and then present it, as happens in many cases, well in advance. And also to do justice to the long work done by the designers, researchers and style offices, it is only right to show the product made at its best, also to increase the perception of the club beyond the city borders. 

Whichever way you look at it, in this day and age it is a mistake not to valorise the best-selling item in the world of football, and one that generates a yearly wait crowned by the presentation with lots of promotional videos and photos. Or at least, that is how it should be. Instead, some clubs do not have such priorities, thus forgoing resonance and amplification through both their own channels and all the relevant media outlets that do not have the material to create dedicated content, and in doing so they dissipate the work done on the jersey and the team's identity.