Why Fiorentina’s centenary is a missed opportunity A consideration on the new jersey's campaign

The Fiorentina has officially unveiled its new Centenary jersey, created by Joma. A jersey that pays tribute to the history and tradition of the club and that, paradoxically, seems to tell us much more about that history than the launch campaign that accompanied it, which fails to fully convey the historical significance of a milestone such as 100 years.

In the face of a history as rich as that of Fiorentina and Florence, you would expect something more authentic. More genuine. Instead, the tradition of a city and a club is swallowed up by content that fails to capture the authenticity only the fans can express. Even the archive footage, the greatest storytelling asset a club can have, is softened and transformed until it loses the sincerity that should be at the heart of a celebration like this. And if telling the story of Florence even requires generating a lampredotto stand, perhaps the connection with genuine love has already been lost.

Unlike the campaign, the jersey is a fitting representation of the club’s history. From the white-and-red design with black details to the red lily crest set on a white shield-shaped badge, every element has been carefully designed to pay the deserved tribute to the tradition of a club that, through highs and lows, historic victories and re-foundations, has reached the coveted milestone of 100 years. That is precisely why communication so detached from the reality of the fans leaves an even more bitter taste. Because a jersey capable of telling a century of Fiorentina’s story is accompanied by content that seems unable to convey the passion of those who measure their days and their moods by this team.