Discovering the New Balance Arena The new home of Atalanta

On the occasion of the match between Atalanta and Como, we visited Bergamo with New Balance to explore all the unique features of the New Balance Arena (formerly Gewiss Stadium). About two weeks ago, the brand acquired the naming rights of the historic Bergamo stadium, adding a new milestone to a partnership that officially began this season—or rather, last summer, when the new New Balance kits for the club were unveiled. We couldn’t resist diving into this novelty with great curiosity: for the first time, New Balance ties its name to a professional sports club’s stadium.

We had the chance to visit all the new spaces, starting from the exterior of the facility, which is located in the heart of Via Giulio Cesare. The structure is recognizable thanks to a color palette blending blue, gray, and black. Inside, the stadium stands out for its top-level hospitality: there are seven dining locations, including a pitch-view area at field level, certainly the most impressive of all. Alongside New Balance, we also visited the locker rooms and got a close look at the cleats, shin guards, gloves, and game jerseys of the players coached by Ivan Juric, before moving onto the turf and waiting, in the pre-match silence of the New Balance Arena, for Atalanta and Como to enter the field.

We took the opportunity to shoot some analog photos, capable of capturing the many facets of the stadium: a true gem of Italian football.