Benetton Rugby goes far beyond the pitch The new capsule collection and United We Stand campaign tell the story
On Monday, Treviso hosted a day celebrating the relationship between United Colors of Benetton and Benetton Rugby. It began at the brand’s Piazza Indipendenza store with the unveiling of the new capsule collection, before moving outside for the presentation of the club’s 2026/27 teams.
The capsule collection brings together the club’s universe and the stylistic identity of United Colors of Benetton, taking some of rugby’s most recognisable codes beyond the pitch and into everyday life. Its centrepiece is the polo shirt, one of Benetton’s signature products. For the occasion, the brand drew directly from its archives to reinterpret two designs from 1989 and 1995. The collection also includes T-shirts, a green striped half-zip sweatshirt and a bucket hat, all featuring Benetton Rugby’s visual codes and iconic lion.
The capsule is designed for supporters as much as for the players themselves, who can wear it during their off-field moments. It forms part of a broader project, United We Stand, the new Fall/Winter campaign by United Colors of Benetton, shot by British photographer Rankin. The campaign brings together garments and figures representing different generations of the Benetton Rugby world. Its cast includes captain Michele Lamaro, Lorenzo Cannone, Alessandro Izekor, Leonardo Marin and Giulio Marini, alongside Matilde Romersa and Silvia Sperandio from the women’s team, as well as younger players Giacomo Falchetto and Giulia Caldato.
The day then continued with the official presentation of the 2026/27 teams in the space immediately outside the store, bathed in green by the lights surrounding the stage and the scarves worn by the supporters. In front of a packed Piazza Indipendenza, every part of Benetton Rugby took to the stage in turn: from the boys and girls of mini rugby to the youth sides, followed by the senior women’s and men’s teams.
Rather than separate moments, the presentations of the capsule collection, the United We Stand campaign and the teams came together to form a single narrative, connecting Benetton Rugby’s identity on and off the pitch. It was first expressed through the garments of the new collection, then through portraits of different generations of the club and, finally, through their presence on stage in front of the city. A sense of continuity that finds its natural home in Treviso, where lifestyle, rugby and belonging continue to overlap.
