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.