• Vincent Bissette


On January 16th 2017 Juventus football club partnered with International brand consultants Interbrand to unleash upon the world their new brand identity. This marked a move from the historic football club to a premium lifestyle brand. An ambitious change, considering the relatively unchanged and traditional nature of the clubs branding for the past century.

At the time many articles noted a significant backlash from football fans and traditionalists who deemed the rebrand soulless and unwelcome. However, in the years since Juve as a brand has thrived and shirt sales have more than doubled – largely attributed to the 2018 signing of Christiano Ronaldo.


Juventus’ brand evolution was a success, however, the old adage comes to mind “If it’s not broke don’t fix it” and it would be difficult to describe Juve’s previous brand identity as broken. It worked, but it worked as a football club and Juve saw themselves as something greater.

The reality of branding is much like the world of Alice in Wonderland where to stay in the same place you must run as fast as you can and in order to go anywhere, you must run twice as fast a that. Juventus decided to not just stay in the same place but to run twice as fast, increase their market share and secure their place for the future.


The rebrand gave Juventus a competitive edge by creating distinction in their marketplace and differentiating them from their competitors. Looking at Serie A badges you see an ocean of oval and shield designs emphasising heritage and past achievements. Juve’s new badge breaks the mould and tells consumers that they are offering something more. Professionally designed branding ensures you communicate more effectively with customers, prospects and other stakeholders and helps you make a profitable connection with your target audience. It lets them know what you do better than anyone else. A consistent and unified brand approach can change or shape perceptions in the marketplace and give you a competitive advantage.


Juventus used branding to increase its market share by positioning itself as more than just a football club. In this case, branding was used to change consumer’s perception of they expect from a football team. In the past supporters would come to Juve to purchase the expected range of products any football club would supply. Positioning Juve as a premium lifestyle brand increases their market from football fans looking for football merchandise to anyone in the general public looking for premium sportswear. Repositioning through branding is a powerful tool any business can use to attract their preferred type of client or customer.


When you buy a house regular maintenance and upkeep is expected else it will become dilapidated and uninhabitable. The same is true for brands.

It is the responsibility of all businesses to regularly revitalise their image in order to stay relevant and attractive in the minds of consumers.

Juventus predicted a change in market demand and decided to go above and beyond this regular maintenance to establish themselves as a premium lifestyle brand before the market forced them to change. The rebranding will deliver a plan for success, taking your business to where you really want it to be, ensuring you are moving in the right direction. It can ensure you deliver on your companies strategic objectives by giving your business a direction for the future.


Juventus identified inconsistencies with their current positioning; they used branding to challenge consumer perceptions of the club. They took the leap from the football club to premium lifestyle brand to create distinction, grow their market share and safeguard the business from the future.

If you want to learn more about branding check out our branding services.

About the author: Vincent is the Creative & Managing Director of Propel Marketing & Design, as well as acting as a Brand Advisor at various client companies. For over 30 years Vincent has been helping local and national companies across the UK achieve greater commercial success while minimising the cost of doing it. Vincent has been at the heart of design and marketing in Glasgow for 30 years and. Throughout that time, there’s not much he hasn't done or many industries he hasn't worked in. Now based in Hamilton, South Lanarkshire with Propel Marketing and Design he looks to continue to transform the fortunes of businesses through professional, modern branding.

Get in touch with him on Linkedin here