Juventus - We Are Youth Since 1897

Written By Steve Artymiuk

Juventus’ Marketing Director, Marco Castellaneta, on the club’s youth-focused brand campaign

 

Two years ago, Juventus Football Club kicked off, We Are Youth Since 1897; a piece of brand work that goes beyond gen-z and gen alpha engagement to create a club-brand rooted in the spirit of youth to differentiate the club from its rivals, both domestic and international.

We’re joined by Juventus’ Marketing Director, Marco Castellaneta, to find out what the club's done so far and what it takes to be a youthful club, including...

  • What youth means to Juventus

  • The club’s Kings League partnership

  • Tackling mental health

  • Taking football to extreme locations

  • Measuring success

  • Communicating We Are Youth Since 1897 to fans

Steve Artymiuk
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