The use of football jerseys as a form of cultural communication Lenovo celebrates lower-league football with “Your Club Your Canvas”

In football, there is something that goes beyond results, players, and coaches. It is the jersey: the purest symbol of belonging, identity, and unity. An emblem that transcends time and divisions, telling the story of the unconditional bond between a team and its community. It is especially in lower-league football that this feeling finds its most authentic expression: where passion is born, grows, and is passed down from generation to generation. To celebrate this connection, Lenovo presents "Your Club Your Canvas", a global initiative dedicated to young creatives that brings designers, artists, and filmmakers into local football clubs, appointing them as official creative directors for an entire season. The goal is to create a limited-edition jersey capable of capturing the soul of the club, its history, and the people who bring it to life every day.

Throughout the creative journey, the directors will be supported by Becky G and will have access to Lenovo AI-enabled devices and advanced creative tools, transforming traditions, stories, and values into a tangible symbol. For many local clubs, true guardians of identity and belonging, communicating their message — especially through their jerseys — is often challenging due to limited financial resources. Lenovo aims to redefine this paradigm, becoming a tangible ally for local communities by providing them with the tools needed to create something truly unique, while directly involving fans, players, and club executives.

"Your Club Your Canvas" is an international project involving clubs from Brazil, China, and the United States — including Grêmio Osasco Audax, Regimen United FC, Ballard FC, and Salmon Bay FC — all united by a deep connection to their local communities and territories. In Italy, Lenovo selected Treviso FBC, a club reborn after bankruptcy and coming off an extraordinary 2025/26 season that ended with promotion to Serie C. An achievement that brought the city back to professional football after thirteen years, thanks to winning Group C of Serie D. A success built through a profound process of club renewal, the vision of the new ownership, and the unwavering support of the fans, who stood by the team every step of the way. These very elements — identity, territory, and sense of belonging — will become the heart of the limited-edition jersey that Treviso FBC will create together with Lenovo.