Football clubs that switched up their formalwear for the new season Juventus, Como, Atletico Madrid and Tottenham
All the major leagues have now kicked off – and have even already been interrupted by the usual international break, this time perhaps heavier than usual in terms of competitiveness, given the high stakes: qualification for the 2026 World Cup in North America – and there is no shortage of news: from the new kits presented by the clubs and their technical sponsors, to the formalwear of Europe’s top clubs. The most significant changes in this regard have involved Juventus, Como, Atlético Madrid, and Tottenham.
Juventus and Como
Juventus has managed to maintain a high standard, switching from Loro Piana to Giorgio Armani (the luxury line of the eponymous designer). Not only has the Turin club once again secured a high-end brand partnership, but it has also remained consistent from an aesthetic standpoint. While the predominant colors have changed – since Armani favors blue and black – the overall style has remained largely unchanged: the summer shoes from Loro Piana (last season the team wore the Summer Walker model on almost every occasion) have been replaced by a loafer very similar in both materials and silhouette.
Como, on the other hand, has managed to align with the level of its ambitions, backed by a lavish transfer market for such a young and emerging club. The deal with Brioni, the historic Italian maison owned by the Kering group, is a true statement of intent: luxury as a fundamental part of its brand experience.
Tottenham and Atlético Madrid
Tottenham has partnered with BOSS, while Atlético Madrid has signed a deal with AlphaTauri. Even outside Italy, then, changes in formalwear have brought several novelties. Spurs debuted the BOSS collection on a special occasion – unfortunately unsuccessful – namely the UEFA Super Cup final played at the Bluenergy Stadium in Udine against Paris Saint-Germain. The style is reminiscent of the one proposed by Canali for Inter last season, with beige tones dominating and similar silhouettes.
Atlético Madrid, however, opted for AlphaTauri (which thus adds its first club to its roster, aside from those directly linked to the Red Bull group, such as RB Leipzig). The brand’s approach stands in clear contrast to the previous examples: AlphaTauri focuses on garments and an aesthetic that is decidedly more sporty. Founded in 2018 as an extension of Red Bull, the brand still shows at Berlin Fashion Week today and specializes in producing garments through 3D manufacturing techniques. This innovation was particularly evident in the looks of Leipzig players, who wore a sweater made with this technology: a promising sign that hints at further novelties from the brand in the future.
