Juventus have released their third kit for the 2025/26 season, a collaboration with adidas that takes its visual cues from the vineyards of Piedmont, the northern Italian region in which the club was founded and has spent its entire history. According to 90min, the design is a deliberate celebration of the area's wine-making culture, lending the strip an identity rooted in place rather than in the generic geometric patterns that tend to populate third-kit catalogues.
The specifics of the colourway and fabrication were not detailed in the wire report, but the broad concept — translating a regional agricultural tradition into a piece of match-day clothing — represents an increasingly common approach among European clubs seeking to differentiate their away and third strips from the visual noise of the modern kit market. Juventus, whose home colours are among the most recognisable in world football, have historically had more creative latitude with their third offerings.
Piedmont's status as one of Italy's most celebrated wine regions, home to Barolo and Barbaresco among others, gives the theme a degree of cultural weight. Whether that translates into something genuinely considered on the fabric, or amounts to a marketing concept dressed in vague pattern-work, is a question supporters and kit observers will form their own views on once they see it in person.
For Juventus, the 2025/26 season arrives at a moment when the club is working to reassert itself among the leading forces in Serie A and on the European stage after a turbulent few years. Kit launches of this kind carry commercial as well as aesthetic significance — third strips, rarely worn for more than a handful of fixtures in any given campaign, are sold primarily on the strength of their design concept, and a story as legible as Piedmontese viticulture travels well in global markets.
Adidas and Juventus have not yet indicated when the strip will be available to purchase, nor which fixtures it is likely to be worn for during the coming season.