In the invigorating early spring, as nature awakens with renewed energy, Juventus has crafted the “Juventus Youth Carnival” in Shanghai, showcasing its century-spanning legacy and avant-garde spirit through a fusion of sport, fashion, and cultural innovation. Held from 14 to 16 March, the opening ceremony was attended by Juventus Football Club representatives and Juventus commercial partners. Notably, club legend striker David Trezeguet attended the event, engaging with supporters face-to-face and rekindling memories of those passionate times.
From Black-and-White Glory to Eternal Youth
Derived from the Latin iuventūs (youth), Juventus has embodied the relentless pursuit of victory, courage, and innovation since 1897. In November 2024, the club celebrated its 127th anniversary with the new positioning “We Are Youth. Since 1897,” further affirming the youthful heart embedded in the veins of the Club.
Located in Shanghai’s Xintiandi—a district where the historic charm of Shikumen meets modern urban life—the “Juventus Youth Carnival” not only reflects Juventus’ illustrious past but also reaffirms its commitment to the future. Through this event, the club and its partners have joined forces to deliver a brand experience infused with youthful energy and stylish appeal.
Pioneering Experimentation Between Sports and Trendsetting Art
Juventus’ influence extends far beyond the pitch; it has also become synonymous with Italian trendiness. In 2017, the club’s refreshed logo marked a forward-thinking foray into using sports IP for brand building. In recent years, Juventus has maintained a high frequency of cross-sector collaborations with fashion, music, and other creative fields. At this year’s carnival, six iconic jerseys are on display—the fruits of collaborative ventures with renowned partners and artists including EA Sports, British streetwear label Palace Skateboards, Humanrace by musician and style icon Pharrell Williams, Brazilian street artist Kobra, German fashion magazine and brand 032c, and French fashion label le PÈRE. Juventus wants to continue to be a pioneer within the sports industry and reach an ever-wider audience, expanding its boundaries to contiguous worlds through innovative collaborations with companies that are in turn leaders in their reference sectors.
In addition, Juventus has been actively collaborating with top creators to produce innovative content, consistently staying at the forefront of digital media. In May 2024, the launch of the Juventus Creator Lab’s physical space in Turin marked a milestone in the club’s creative journey, with content spanning e-sports, animation, documentaries, and more.. In China, the club’s localized social media strategy—coupled with high-quality production and innovative initiatives—has earned widespread acclaim.
At this year’s “Juventus Youth Carnival,” Juventus continues to adopt an open mindset by partnering with diverse stakeholders and content creators to explore fresh possibilities. The exhibition area features a jersey art display and interactive installations designed to create an immersive space that celebrates the aesthetics of youth.
From Fan Experience to Resonance with Youthful Spirit
This isn’t the first time Juventus has forged a connection with Shanghai. In the summer of 2019, during the club’s men first-team tour, the “J Village” event ignited a striking black-and-white football fashion party here. During the 2023/24 season, Ganten announced its continued partnership with Juventus in Shanghai by jointly launching the Ganten and Juventus Fan tournament and the “Black-and-White Night” viewing event—initiating a series of collaborations in the city. Juventus legend Andrea Barzagli also made an appearance, engaging closely with fans.
Looking ahead to the 2024/25 season, Ganten is set to deepen its cooperation with Juventus by jointly launching a series of events—the “Youth Football Competition” and the “Youth Dream Program.” In a spirited contest of the “Youth Football Competition”, 16 representative teams from Juventus’ official fan club will converge in Shanghai, with Ganten providing Juventus-branded bottled water for the competition. Additionally, the legendary striker Trezeguet will be in attendance once more, offering fans the chance to relive those electrifying moments up close. Future plans include a win-win collaboration: Ganten and Juventus will kick off the recruitment and selection of lucky fans under the “Youth Dream Program” this season, giving lucky fans the opportunity to visit Juventus’ home stadium in Italy during the 2025/26 season and experience the thrill of live matchday action.
Furthermore, renowned Juventus partners such as EA Sports, adidas, Daka, and others also showcased their unique brand identities at the event. By displaying their cutting-edge products and brand philosophies, these partners offered innovative, interactive experiences to both participants and local supporters—collectively expressing their profound Juventus passion, a spirit of relentless innovation, and the vibrant core of youthful energy.
In March, Juventus Youth Carnival transforms Shanghai into a hub where football, art, and youth culture converge. Juventus has built a platform where the club, its partners, local supporters, and the younger generation can connect and express themselves. Here, passion gathers, ideas collide, and youthful hearts resonate. As Italian business legend and prominent Juventus supporter Giovanni Agnelli once remarked, “Juventus brings back memories of something that everybody enjoyed-their youth” Looking forward, Juventus will continue to refine its innovative market strategies, collaborating with more brands and community forces to continually enrich and elevate the fan experience, establish localized models for international sports brand and consistently promote positive values and uplifting energy.
About Juventus
Founded in 1897, Juventus is one of the most popular and awarded football clubs in the world.
All club’s records have been achieved under the ownership of the Agnelli’s family who have managed it for 100 years.
Juventus can also count on an undisputed global reach with 561 million fans worldwide including more than 100 million fans in Europe and with more than 180 million followers on various digital channels is the most followed Italian brand.
Among the players that wore or that are currently wearing the iconic black and white striped jersey there are some of the greatest players of football history like the Italians Boniperti, Del Piero, Pirlo, Buffon, Chiellini and Locatelli and the international stars like Platini, Baggio, Zidane, Nedved, Ibrahimovic, Cristiano Ronaldo, Vlahovic and Yildiz.
The club’s mission is to be a sport entertainment company committed to achieving success on the pitch and to enriching people’s life by providing them with community, connection and emotional experiences.
Media ContactCompany Name: JUVENTUS FCContact Person: Beatrix ZhanEmail: Send EmailCountry: ChinaWebsite: https://www.juventus.com/en/
