When leaks become part of the story: The Juventus and adidas campaign

For the launch of the 2026/27 kits, Juventus and adidas have chosen to transform teasers, speculation and unofficial images into a fully-fledged narrative, turning the traditional logic of a reveal on its head.

This has given rise to a campaign structured as a collective investigation. The product is not simply unveiled, but gradually uncovered through clues, content and links designed to spark fans’ curiosity and fuel online conversation.

Leaks, details appearing online and unexpected content thus become the pieces of a mystery to be solved. Episode by episode, the campaign engages fans, influencers and key figures from the Club in a story that blends sport, entertainment and digital language.

Evidence, documents, photographs, notes and links punctuate the journey, inviting the community to follow the trail, interpret the clues and play an active part in the investigation. Leading the investigation are Luciano Spalletti and Gianluca Gazzoli, the protagonists of a narrative that blends mystery, humour and entertainment. Through their eyes, fans are drawn into an ongoing case, following leads and piecing together the truth behind the leaks.

First, the American wrestler Je’Von Evans appeared in the WWE Raw ring in Detroit wearing the Away Kit. Next came Kenan Yildiz, who teased the release of the Third Kit on his social media channels – a kit that had already been spotted a few days earlier in Hong Kong and worn by some local content creators during the Bianconeri Stripes Party organised by adidas on 4 August. The final act then took place in Perth, at the Bianconeri’s headquarters ‘Casa Juventus’, involving influencer Ben Black and Alessandro Del Piero, who reprimanded the British content creator for spoiling the Third Kit on his social media channels.

Different episodes, in different locations, featuring different characters, yet linked by a single narrative thread: fuelling the mystery surrounding the new Bianconeri kits.

The narrative intertwines with the new season’s photoshoot, where Kenan Yildiz, Gleison Bremer, Francisco Conceicao, Martina Lenzini and Martina Rosucci – initially in front of the camera as the faces of the campaign – end up becoming part of the story and contributing to the search for answers.

For one day, everyone becomes a detective, a collective narrative that accompanies the launch of the new kits with a fresh, participatory approach, designed to engage the community right up to the very last clue.

And what about the role of Jay and the other talents? The answer will only be revealed by following the case, step by step.

DISCOVER ALL THE NEW KITS