Rihanna was in attendance last night as a Cristiano Ronaldo-led Juventus beat Atletico Madrid 1-0 in the Champions League in Turin.

Riri, who has previously been seen at PSG’s Parc de Princes stadium, was wearing an oversized shearling coat while holding up a Louis Vuitton football and personalized Juventus adidas home jersey.

Juventus is currently in the middle of a massive rebrand. The club has changed its logo to be more fashion-conscious, launched its own streetwear line, and is now working together with adidas and Palace on a range of co-branded, special edition apparel. The highlight of that collection was a special jersey, worn on the pitch by the likes of Paulo Dybala, Cristiano Ronaldo, and Matthijs de Ligt.

While a celebrity attending a high-profile Champions League game, especially Rihanna who has attended several matches in the past, is hardly worth noting, this feels like a shift in power that has been waiting to happen.

PSG, on the back of its hyped collaboration with Jordan Brand, became the ultimate symbol of cool in world football. That is, until Juventus, with its much richer history and more on-field success, decided to get a slice of the streetwear pie.

As performance sportswear and streetwear continue to overlap, it’s not unimaginable that we’ll see another changing of the guard in the near future but, for now, it looks like Rihanna is fully onboard with Juventus, the new kings of football cool.

What To Read Next

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.