Juventus and adidas launch interactive kit release campaign for 2026/27 season

Juventus and adidas have structured their 2026/27 kit launch as a narrative-driven investigation that incorporates rumors and unofficial images into the official rollout. The campaign features a series of clues and events designed to engage fans through a mystery-style experience. Participants include Luciano Spalletti, Gianluca Gazzoli, and Alessandro Del Piero, alongside current players such as Kenan Yildiz and Gleison Bremer. Specific kit reveals occurred across various global locations, including a surprise appearance by wrestler Je’Von Evans in Detroit and an event at Casa Juventus in Perth. This method transitions the traditional reveal process into a participatory digital story involving club figures and social media creators. The campaign invites the fanbase to track evidence and solve the narrative thread as the final kit details are unveiled throughout the season.

• 8:29 AMYahoo Sports — When leaks become part of the story: The Juventus and adidas campaign