KEY POINTS
Juventus Football Club has revealed a new venture, teaming up with Adidas and Web3 fashion house Inbetweeners to introduce a collection of non-fungible tokens (NFTs).
Teased on X (Twitter) since the end of the previous month, the collaboration was officially announced yesterday, May 2, via a blog post on Juventus’ official website.
Comprising 1,897 NFTs — a nod to the club’s founding year — the collection offers buyers exclusive access to experiences and prizes associated with the team. Among these prizes are the away and third kits for the 23/24 season, designed by Adidas and featuring graphics inspired by artist Gianpiero D’Alessandro’s trademark teddy bears.
While specific details are yet to be revealed, insights are expected to be announced in the coming days, as hinted on the official Discord channel.
Juventus made its debut in the NFT world in 2021 by teaming up with Adidas to auction a 3D, high-definition representation of the club’s 2021/22 home shirt. The winning bidder received not only the digital representation but also the physical shirt autographed by the entire team.
This latest initiative follows a trend of football clubs venturing into the Web3 space. In a similar move, Manchester City recently launched the “Unseen City Shirts” campaign, enabling fans worldwide to mint exclusive NFTs on the OKX marketplace.
Previously, in 2022, AC Milan introduced the “Born to Lead” NFT collection, showcasing unique digital artworks commemorating the club’s greatest moments.
Since their inception, NFTs have proven to enhance engagement, offering fans new ways to connect with their favorite teams and players through exclusive experiences and rewards. For instance, Cristiano Ronaldo’s second NFT collection in January rewarded holders with the chance for an in-person training session with the soccer star in Lisbon, Portugal.
Moreover, NFTs have opened earning opportunities for fans, as seen with Sorare’s introduction of a NFT fantasy football game where participants collect, buy, sell, and compete using digital player cards from top leagues worldwide, with cash prizes tied to the players’ in-real-world performance.
