How Lenovo is using design to reinvent football storytelling Treviso FBC’s next jersey will be more than football apparel

How do you create a limited-edition jersey capable of telling the story of a club’s soul, its history, and the people who bring it to life every day? This is the greatest challenge behind "Your Club Your Canvas", Lenovo’s initiative part of the global campaign Work For Humankind that brings designers, artists, and filmmakers into local football clubs, entrusting them with the role of official creative directors for an entire season. In Italy, the project involves Treviso FBC, a club reborn after bankruptcy that will compete in Serie C next season following its victory in the amateur championship. The role of Creative Director of Your Club Your Canvas for Italy has been entrusted to Marco Oggian, an Italian designer, artist, and illustrator, as well as the founder of Brutto, an art studio based in Oleiros, Spain.

Oggian is known for his style characterized by vibrant colors and geometric shapes, elements that are not immediately associated with a football jersey: "For about ten years, I’ve worked exclusively with geometric shapes to represent everything, in a way," Marco tells us when we ask about the main challenges of adapting his artistic language to football aesthetics. "Art is nothing more than a form of expression and communication. It should continue to be that way. Before this phase, I worked extensively in the fashion industry. I designed all kinds of garments, especially menswear outerwear. For me, it was a lot of fun to return to creating something wearable. This will also be reflected in the jersey itself, in details that are not immediately visible, such as the fit or the sleeve cut. These are all elements designed to ensure that the jersey can be worn by everyone. So, returning to the idea of geometry, I tried to make it modular."

As part of the creative process that will lead to the creation of the limited-edition jersey, Oggian spoke with Treviso supporters: "First of all, they told me about the beauty of Treviso. Then there was what you might call the generational transition. It was a theme that emerged not only among the fans but also among the players, coaching staff, and executives, all of whom experienced firsthand the three phases Treviso went through: the fall, the comeback, and now the phase of connection, meaning bringing a grandson or a child to the stadium. It has truly been a rollercoaster, and they have had the chance to see Treviso return to winning ways. Resilience is a concept that will also be reflected in the jersey. And I must say that this is one of the few projects where I have dealt directly with the people who will ultimately be, so to speak, the customers—the fans."

Among the benefits Treviso will gain through its partnership with Lenovo is the opportunity to work more extensively and strategically on building a visual and cultural heritage that contributes to a strong brand identity—an essential element for any football club today. "Treviso," explains Federico Da Re, the club’s Head of Operations, "has always sought to convey value. Naturally through sporting results, but also through its connection to the local community, its closeness to people, and the credibility of the new ownership. The partnership with Lenovo aligns perfectly with this vision, but it was already part of the club’s original strategy. Last season we won the championship and everyone is happy, but next year in Serie C we will have to fight hard, and it’s possible that we may lose two or three matches in a row, which could create some dissatisfaction. However, if in the meantime you have worked to strengthen these other aspects, the fans will continue to stand by you.

We are already discussing some special activations with Lenovo because we are asking ourselves how we can tell this story even better and ensure that the jersey is both visually appealing and truly representative of the fans. Let me give an example: Treviso’s colors are white and sky blue; if we made the jersey purple, how could a Treviso supporter feel represented by it? We are working in that direction. Bringing together technology and tradition has created an interesting and unconventional combination. What we have done with Marco and Lenovo’s team has been different, because a club like ours would not usually approach jersey production in this way. Therefore, having had the opportunity, thanks to Lenovo and the technology it has provided, to incorporate tradition and the spirit of Treviso into such an important project is certainly a sign of strong ambition and will lead to a result that, in my opinion, will be greatly appreciated."