Juventus and adidas turn kit leaks into interactive mystery campaign

For the 2026/27 season, Juventus and adidas abandoned a traditional reveal and crafted a multi-stage mystery that uses leaks and unofficial images as story elements. The campaign asks fans to follow clues, documents and links, with Luciano Spalletti and Gianluca Gazzoli acting as the lead investigators. Early hints featured wrestler Je'Von Evans wearing the away kit in Detroit, followed by Kenan Yildiz teasing the third kit on social media after it surfaced in Hong Kong.

The finale occurred in Perth at Juventus' Casa Juventus, where influencer Ben Black and Alessandro Del Piero confronted a British creator for spoiling the design. The narrative also weaves in the season photoshoot, featuring players like Gleison Bremer and Martina Rosucci, who become part of the clue-hunting process, creating a participatory experience that lasts until the final reveal.