Created in collaboration with the Italian Football Federation (FIGC), adidas presents for the first time the kits of the Italian football teams. The launch officially marks the return of the Três Stripes brand as the official partner of Azzurri, which will dress the Italian men’s, women’s and youth soccer, futsal, beach soccer and e-sports teams. adidas already sponsored Italy between 1974 and 1978.
Bjorn Gulden, adidas CEO says:
“We are tremendously excited to finally be able to share the new collection with the world, designed to excel on and off the pitch. Essentially Italian, elegant and true to the Azzurri’s iconic heritage, the modern design is meant to be worn with pride by new generations of Italian fans, at home and around the world, from youth football to national team players at the grandest of events. We look forward to achieving great things together and welcome the FIGC to our family of international federations, including newly crowned world champions Argentina (AFA), Germany (DFB), Spain (RFEF), Belgium (RBFA ) and many others.”
Gabriel Gravinapresident of the Italian Football Federation (FIGC), comments:
“Today, we enter a new era and we are proud to do so with the adidas that best knew how to interpret, in a modern way, the passion and tradition of the Azzurri. For 113 years, the Italian national team has been a symbol of values and style around the world, our football uniform is a national heritage beyond sport, as it conveys feelings of unity between people of different ages, genders and social backgrounds. The men’s and women’s football teams represent a strong element of identity that we will maximize with this new partnership.”
Present in many monuments and sites on the Italian peninsula over the centuries, much of the uniform’s design is inspired by marble, a natural, geographical and cultural element. The mantle follows the tradition, boasting blue as the base color as the marble texture is replicated in the fabric, as a focus of inspiration for both the mantle and the shorts, producing a harmonic and perfectly integrated aesthetic.
In addition to the exclusive pattern, there are other references to the culture in the uniform, such as the delicately inserted tricolor detail on the shoulders. An elegant outline has been drawn on each of the adidas 3-Stripes, recreating the colors of the Italian flag that are also present on the sides and hem of the shirt. Giving a sophisticated touch to the design, the back of the collar bears the inscription “Italia“, fully customized as a reference to Roman engravings, the same approach will be used in the marking of the letters for the personalization of the names of the players and in the numberings.
Gold accents decorate the sleeves and collar, giving the uniform a subtle beauty accent that harks back to the federation’s successes. The last touches are on account of the adidas logo and the new FIGC shield, released in recent days, centered on the front and at chest height.
Made from 100% recycled materials, the mantle also includes the best adidas innovations that allow athletes to feel comfortable, thanks to the HEAT.DRY technology, optimized to provide players with maximum comfort and breathability on the pitch.
The new uniform will be used on the field this Wednesday, January 18, in the U-18 friendly between Italy and Spain, scheduled at the Federal Technical Center of Coverciano (Italy). An absolute debut on the shoulders of a youth team, for the first time in national team history.
The new partnership between adidas and FIGC is inaugurated through an exclusive campaign: “A Search – La Ricerca“. A launch film featuring a treasure hunt featuring several past and present national team champions – Gianluigi Donnarumma, Martina Rosucci and Alessandro Del Piero alongside the ultimate star and special guest artist Blanco.
“A Search – La Ricerca” is the story of a boy’s physical and emotional effort in a forest with a magical atmosphere, culminating in the discovery of the shirt of the Azzurri, a component of Italy’s national identity. At the same time, this experience symbolizes the search for a common sense of belonging to the country’s identity, values to be transmitted to the future and to new fans of the Azzurri, with a symbolic exchange between the icon of the selection, Del Piero, and the singer Blanco, an idol of the newest generation of young Italians. The final scenes, set on a soccer field in Rome, show Blanco playing in a relaxed manner with his teammates and the new star of the national team, Donnarumma.
The campaign was created for debut between adidas’ collaboration and the Italian Football Federation, and will be showcased on all major social media and digital platforms worldwide.
Check out the campaign video:
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