Juventus and Palace unveil their anticipated collabo At Allianz Stadium the presentation of the most bespoken collabo of the year

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 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.