Football is probably the only category in which ‘loyalty’ is never at threat – once a fan, always a fan. Nevertheless, change is happening. Once a strongly local ritual, football is now a global sector. Once a single live event with media coverage, it now acts like a content machine and fans want to consume it on-demand in as many ways as possible. Todays’ fans have radically different expectations of how they want to experience the club they love, and clubs can create new fans from people who aren’t necessarily into the game.
In 2016, Juventus – one of the world’s best-known football clubs – was looking for new sources of growth: build upon their success in Italy to become an icon for a wider audience. The conventional strategy would have been to look for more football fans worldwide. But Interbrand’s economic sizing model showed those fans would be hard to convert into customers, but also identified an opportunity that was as simple as it was ambitious: spark desire in customers outside of the category by bringing to life the new positioning and creating a set of premium, lifestyle experiences that would capture the imaginations of a new generation of supporters.
Launched in 2017, the new Juventus identity took the industry by storm by transforming football into a means for epitomizing an attitude and serving as a platform for innovation and experiences. This appealed to football fans, as well as to entertainment enthusiasts who are further away from football as a sport. The Club was able to sustain its own growth both economic and sports-wise, and extend its influence in international markets.
Juventus had a steep increase in stock value that was attributed by analysts to the brand’s ability to outgrow the category. Our work was also recognized among the best design work in the world – having notched up two D&AD awards, proving this to be a beautifully successful brand that broke all the rules of this Beautiful Game.