On social media, many responded by showing what their disciplines actually look like: muscles, sweat, training sessions, crashes, exhaustion, victories. The parts of women’s sport that have nothing to do with being desirable. And clearly, there is still a need to make that point. Just last March, after 17 months of negotiations, WNBA players secured higher salaries following years of pressure over pay inequality. In June, the EBU and European Athletics issued new guidelines for broadcasters designed to reduce the sexualisation of female athletes and change the language and imagery used to portray them.

And it was only a few years ago that Luis Rubiales, then president of the Spanish Football Federation, kissed Jenni Hermoso without her consent during a medal ceremony; that former Sampdoria president Massimo Ferrero compared a goal to a woman, saying it was “not there to be looked at, but to be penetrated”; or that Felice Belloli, the former president of Italy’s National Amateur League, dismissed women’s football as a game for “four lesbians”. The list could go on.

That context helps explain why Sweeney’s campaign has caused such a strong reaction. It relies on the sexualisation of a woman to market a product rooted in a largely male environment, one where a certain kind of locker-room culture has long been normalised. Ariarne Titmus, Amy Hunt, Sophie Capewell, Demi Vollering, Gracie Kramer and many others have read the campaign as a step backwards from the progress women in sport have been fighting for in recent years. Another reminder that, even now, a woman’s body is still treated as one of the easiest ways to grab attention.

Inter have unveiled their new third kit, a 1990s-inspired jersey with an Easter egg you might have missed in the campaign. Tonight, we’ll be in Monza to take a closer look at the club’s third jersey. AC Milan have switched fashion partners, moving from Off-White to Boggi Milano for the new season. Meanwhile, Bayern Munich is keeping its tradition alive with its new Oktoberfest jersey. Staying with German football, we were in Madrid last week to meet Mario Gomez. And if you happen to be in Naples this weekend, you might want to stop by and see the new Diego Armando Maradona mural.

Lorenzo Musetti is taking tennis style somewhere you might not expect. The Italian player is the new face of IUMAN Intimissimi, bringing underwear into the world of performance, image and the ATP Tour. Here’s how the partnership is changing what happens both on and off the court.

Let’s get back to football. A new era has begun for Croatia, with adidas unveiling the national team’s first-ever kits under the new partnership, ending a 26 years relationship with Nike.

The running world has a new logo dispute. New Balance has sued Decathlon over the latest Kiprun logo, claiming its upside-down K is too similar to the brand’s iconic N. Here’s what you need to know.

Roberto Baggio stars in C.P. Company’s latest campaign, shot in Bologna, one of the cities that shaped his career. It also here that Baggio changed his look completely, shaving his head and entering one of the most distinctive chapters of his story.

Last week, we signed off with Adel Taarabt and QPR’s Skepta Edit. We thought that was it. Then we watched one more. And another. And another. Somewhere between dozens of Skepta Edits, we started wondering why this feels different from every trend that came before. So we wrote about it. See you next week.

We were in Monza to experience it first-hand and, on the same day, hosted a watch party at BarTolomeo in Milan. In both places, we saw the same thing: Italian fans screaming, celebrating and rooting for Antonelli, even when that meant cheering against Ferrari. And somewhere between the roar of the crowd and the celebrations, we started to wonder whether Kimi Antonelli might be becoming something bigger than just another Ferrari rival.

There is an interesting parallel with Jannik Sinner. Tennis in Italy had rarely had a figure capable of bringing such a broad audience together around one player, regardless of the tournament, the opponent or the context. Sinner became the person people followed, rather than the event itself. Now, perhaps, Formula 1 is looking for its own version of that phenomenon — and Antonelli might be the closest it has come. Because supporting a driver is different from supporting a team.

Ferrari is more than a racing team in Italy: it is a cultural institution, a symbol with decades of history, mythology and expectations attached to it. You don’t simply support Ferrari; you inherit it. Antonelli, on the other hand, represents something much more immediate. He is young, local, recognisable and, most importantly, his story is still being written. Maybe this is what makes his rise so interesting. Antonelli doesn’t need to replace Ferrari to become bigger than Ferrari for a generation of fans. He simply needs to become someone they can identify with, follow and believe in. And after Monza, it feels like that process may have already begun.

A new Champions League season is underway, and with it comes a small but significant change: UEFA has introduced a new set of patches, confirming a trend we first saw at the World Cup. Como experienced a night to remember beating Leipzig on their European debut, with the club unveiling a very special gift for its fans. Meanwhile, if you were wondering why Inter took on Real Madrid in a sponsorless jersey, we have the answer. And to round things off, we’ve put together our selection of the best pre match jerseys from Matchday 1.

Where sport meets style and mobility, Gothenburg became the backdrop for a different kind of European Championship experience. We joined Lynk & Co on the road, moving between the city, the court and everything in between.

Naomi Osaka is not your typical tennis player. From fashion to identity, she has always refused to play by the rules — and in doing so, she is changing the face of tennis.

The motorsport weekend has an aesthetic of its own, one that extends far beyond the action on track. The paddock is a world of its own, where riders become the focal point of an ecosystem shaped by performance, personality and style. On the eve of the Misano Grand Prix, we sat down with Enea Bastianini, Police’s newest ambassador and MotoGP rider for Red Bull KTM Tech3, to talk about racing, style and what happens when the worlds of motorsport and fashion meet.

In Italy, volleyball has always been about more than what happens on the court. It has shaped communities, filled gyms and squares, and become part of the cultural fabric of entire generations. That spirit is at the heart of Democracy of Volleyball, the fanzine created by nss sports in collaboration with Erreà, exploring the history and identity of Italian volleyball through four cities: Naples, Modena, Turin and Milan.

For once, let’s be nostalgic. This week, the real “Streets Don’t Forget” baller announced his retirement: Adel Taarabt. A player blessed with flawless technique but never quite the trophies to match it, Taarabt earned something perhaps even more valuable — cult hero status in the hearts of thousands of fans. QPR probably posted the most emotional tribute, but do yourself a favour and watch this clip to remember just how special he was. See you next week.

The Monza Grand Prix is Milan’s new Fashion Week. This was supposed to be the starting point of this issue: trying to explain how Formula 1 has transformed from a sport followed by obsessed fans into a cultural space where racing, fashion, music and celebrity all collide. Then Lewis Hamilton made an entrance. He showed up at the circuit behind the wheel of an F40 — a car he had found covered in dust inside a garage, later completely restored by Ferrari mechanics at Maranello and finally put back on the road 30 years later. And, because apparently an F40 wasn’t enough, it came with an iconic number 44 licence plate.

But that was just the beginning. A few hours later, Hamilton dropped what might be some of the coldest photos ever seen in motorsport: him and his F40 parked on the old Parabolica, one of Monza’s most iconic corners. Pure aesthetic. The tailored pinstripe suit, the ’90s-inspired Kangol hat, the sunglasses, the tan overcoat. It really doesn’t get much better than this.

Either you get it or you don’t. There is no middle ground here. Lewis Hamilton simply understood the assignment. He saw the moment, took his chance and turned a Grand Prix weekend into something that will live far beyond the race itself. The kind of content that will still be referenced long after he has retired. Maybe even long after he’s gone. Because this isn’t really about motorsport anymore. It’s about understanding the power of an image and knowing exactly how to build one.

Hamilton has spent years turning himself into something bigger than a driver, bigger than Formula 1, almost bigger than life itself. A model of how an athlete can become a cultural figure without ever losing the thing that made him famous in the first place. The F40, the old Parabolica, the suit, the hat, the number 44. Every single detail feels intentional, but never forced. That’s the difference. Anyone can wear a good outfit or drive an iconic car. Hamilton knows how to make the two mean something. And maybe that’s the real G.O.A.T. move: not just winning races, but understanding that the race eventually ends. The image doesn’t.

Kimi Antonelli will wear a new helmet paying tribute to Valentino Rossi. When we met him a couple of days ago, he was wearing a special watch. This week, we also had the chance to speak with Charles Leclerc about his relationship with fashion and Lance Stroll about elegance. And if you want to know who has the best hairstyle in the paddock, check out our interview with Nico Hülkenberg.

“Fragile” is the new trophy awarded to the three winners of the Italian Grand Prix at Monza, created by artists Stella Scala and Simeone Crispino. And the idea behind it came from a sink. No, it’s not a joke.

The new frontier of performance in Formula 1 is… sleeping. Eight Sleep, Official Partner of Aston Martin, plays a pivotal role in helping the drivers optimise their rest and recovery. We sat down with Jak Crawford, Aston Martin’s third driver, to better understand how it works.

Around 400,000 people from all over the world will be in Monza this weekend. As our colleagues at nss edicola pointed out, that means short-term rents are soaring. They also put together a list of the best places to eat, in case you’re in town.

We did not forget about other sports. Aryna Sabalenka completed her jewelry Grand Slam, and we analysed the different styles she brought to the court. Carlos Alcaraz also made his return to the court rocking the new Cactus Jack x Nike collection designed by Travis Scott. Serie A welcomed Nick Woltemade and his outfits. But he wasn’t the real hero of Juventus’ transfer window. He was.

On Sunday, we’ll be at BarTolomeo, Via Bartolomeo Eustachi 25 in Milan, to experience the Grand Prix together. We’ve prepared a few surprises for everyone joining us, but come prepared: we’ll be testing your knowledge of the history and stories behind Monza’s iconic corner names. As per Tunnel, see you next week.

When faced with a story as rich as that of Fiorentina and Florence, you would expect something more authentic. Something more genuine. Instead, the tradition of a city and a club is swallowed up by content that fails to capture the authenticity only the fans can express. Even the archive imagery, arguably the greatest storytelling asset a club can have, is softened and transformed until it loses the sincerity that should be at the heart of a celebration like this. And if telling the story of Florence even requires generating a lampredotto stand, perhaps the connection with love has already been lost.

The jersey is a fitting representation of the club’s history. Every aspect has been carefully considered to pay the deserved tribute to the tradition of a club that, through highs and lows, historic victories and rebirths, has reached the coveted milestone of 100 years. That is precisely why communication so disconnected from the reality of the fans leaves an even more bitter taste. Because a jersey capable of telling a century of Fiorentina’s story is accompanied by content that seems unable to convey the passion of those who measure their days and their moods by this team.

Speaking of A.I.: a Manchester City fan used it to design the club’s new third kit for the 2026/27 season. We interviewed him. Liverpool have also unveiled their new third kit, which is a tribute to the legendary Kop. And if you hadn’t realised already, football kits have become tributes to stadium architecture. The same thing happened with Newcastle and St James’ Park, a stadium with a pitch that is unparalleled in the Premier League.

Monza has become more than just a weekend dedicated to racing. It’s an appointment that brings together motorsport, lifestyle and culture, turning the Grand Prix into one of the most anticipated moments in international sports.

That’s why nss sports is launching Formula Caffè, the digital hub dedicated to the most stylish week in motorsport. Exclusive contents, driver interviews, backstage moments, images from the circuit and everything happening both on and off the track. A new way to experience Monza, through the lens of nss sports.

The tennis season is coming to a close with the fourth and final Grand Slam: the US Open. Unfortunately, we won’t see Jannik Sinner in action in the red and white kit that Nike created for him. However, we will see Nike’s ventilated design for Naomi Osaka’s special kit in action.

There are various reasons why the 2027 edition of the America’s Cup is different. For the first time in history, the event will be held in Italy. Another reason is the introduction of the America’s Cup Partnership, an agreement which is expected to bring about the most significant structural transformation in the race’s history. This is how it works.

A new trend is emerging in Serie A. It’s not that the introduction of the Five-Second Rule has sped up the games. We’re talking about major sports brands such as adidas and Puma investing in southern Italian football clubs once again.

The transfer window is almost over. In a few days, there will be no more rumours, no more ‘Here We Go’ and no more medicals. Speaking of which, have you ever wondered how they work? No? We’ve got you covered. See you next week!

The issue isn’t that FIFA wants to open to private capital. It’s the message this move sends. The biggest tournament in world football risks being treated as a financial asset whose value is measured solely by economic returns, shareholders, and investment opportunities. If everything can be put up for sale, the World Cup ceases to be a shared sporting legacy and instead becomes a vehicle for the interests of those who control it, where financial gain inevitably takes precedence over sporting values.

The promise is greater financial support for member associations, but the real question remains: at what cost? When consensus is built around tens of millions of dollars, the line between assets and bribes becomes increasingly blurred. Football has always been a business, but there is a fundamental difference between maximising the commercial value of an event and selling off its future. The day the World Cup answers first to investors rather than fans, it will be difficult to keep calling it the world’s game.

By the way. Federations will have only until September 19 to accept Infantino’s proposal, with FIFA highlighting a substantial financial gap between approving the plan and rejecting it: without the agreement, projected revenues would fall to $2.7 billion, almost 75% less.

In terms of politics in football, it has not been a smooth week in Italy. Sixteen days after being hired by the federation, Paolo Maldini and Leonardo resigned because Andrea Pirlo’s appointment as the new head coach fell through, apparently because of his collaborations with a Russian betting company. Another chapter in a seemingly never-ending crisis. Here is the complete timeline of Italian football’s collapse.

In recent years, the line between performance and lifestyle has become increasingly blurred. Technologies developed to enhance athletes’ performance have become an integral part of fashion language, transforming sneakers into objects that combine technical innovation with contemporary aesthetics. It is within this context that HYPERBOOST EUPHORIA finds its place, the new silhouette from adidas Originals created to translate the DNA of running into a sneaker designed for everyday life. Find out more.

Benedetta Pilato is 21, lives in Rome, and loves tripe, gelato, and the Orange Garden. Talking to her, she comes across as just another young woman. Except Italy stopped seeing her that way in 2019, when, at just 14 years and 6 months old, she became the youngest Italian swimmer ever to compete at the World Championships. Since then, she has grown up in the public eye without ever losing the authenticity that defines her. We met with her on the eve of the European Swimming Championships for the latest issue of More Than.

Here we are with another round of new football kits. Liverpool’s new Away jersey has a 1980s aesthetic; the Kobe Bryant brand is back on the FC Barcelona Away jersey; adidas has brought back the bruised banana design for Arsenal; Rhuigi Villaseñor has designed Como’s new Home jersey; Macron is celebrating Sampdoria’s origins with two anniversary kits; Rains is entering football as B.93’s new main sponsor; and Nike has unveiled the first Home and Away jerseys for Monza. As if all that were not enough, AS Roma has announced Dsquared2 as their new official fashion partner and the French Football Federation unveiled a new crest.

The 2026 European Athletics Championships are set to take place from 10 to 16 August at the Alexander Stadium in Birmingham. This will be a pivotal event, as the European Broadcasting Union has introduced new guidelines aimed at preventing sexualised camera shots of female athletes. Read on for all the details.

This will be our last issue before we take a three-week holiday. Tunnel will be back on 28 August, but we will not be closing our Substack profile. We’ll be posting updates that you can share. Thank you for all your support over the past few months; it has been crucial in helping us to move forward. To not leave you empty-handed, here are the best looks from the 2026 Women’s Africa Cup of Nations. See you soon.

That line, repeated over and over after Belgium knocked out the United States, ended up saying much more than anyone intended. The USMNT’s early exit wasn’t just another disappointing tournament—it exposed the contradictions of a football ecosystem that still struggles to turn the world’s biggest sporting market into a genuine football nation.

Behind the memes and the mockery lies a system built on pay-to-play, increasingly shaped by private equity, constrained by the unique rules of MLS and impossible to compare with the extraordinary path that made the United States a global powerhouse in women’s football. The World Cup may have accelerated football’s cultural momentum across America, but building a country capable of consistently producing world-class players is a much longer game.

Some new kits have been released, including AS Roma’s new home jersey featuring the old crest. There are mainly away kits, and there is something for everyone. In Serie A, Inter’s kit was inspired by the New York Yankees, AC Milan celebrated the 20th anniversary of their 2007 UEFA Champions League triumph in Athens, Napoli paid tribute to their connection with Argentina and New Balance went full 1990s with Atalanta. On top of that, Chelsea have a black and yellow kit, while Real Madrid have gone back to green.

nss sports and and Cisalfa Sport wrapped up their summer with a final event at Bar Sport in Milan, before the World Cup final. It was a closing party to remember: here are the best photos.

Juventus has brought pink back with its new 2026/27 Away jersey, paying tribute to the club's earliest days. Before the iconic black-and-white stripes became synonymous with the Bianconeri, pink was the first official colour ever worn by the team.

Erling Haaland gained almost 30 million Instagram followers during the 2026 World Cup. This remarkable figure largely flew under the radar, overshadowed by the viral rise of Cape Verdean goalkeeper Vozinha and New Zealand defender Tim Payne. This is how he did it.

It’s almost holiday time for us. Next week’s issue will be the last one before our three-week break. We hope you’ll be taking a break too. If you’re planning to fly somewhere, please be careful not to fall in love at the airport. Not with a footballer or the love of your life.

Already missing football? Don’t worry, we’ve got you covered. Here’s a list of the craziest pre-season friendlies of summer 2026. See you next week.

This is the first paragraph of an article we published a couple of years ago to tell the story behind one of football’s most iconic photographs. Thanks to the 2026 FIFA World Cup, it has gone viral once again. You know the one: a 20-year-old Lionel Messi bathing a newborn baby who would grow up to become none other than Lamine Yamal. Football, bloody hell. Who could have imagined that almost two decades later those same two people would meet on the biggest stage of all, facing each other at a World Cup?

Earlier this week, we published another article explaining why Lionel Messi’s photographs from this World Cup might be the finest visual record of his extraordinary career. We still stand by that idea. But some images transcend even sporting greatness. They become symbols because they connect different eras, generations and destinies in a way that no scriptwriter could ever invent. It’s football reminding us why reality will always produce better stories than fiction.

Atalanta drew inspiration from the architecture of the Gewiss Stadium for their new Home jersey, while Genoa paid tribute to Anfield with a design rooted in one of the club’s most unforgettable European nights. NOCTA returned to design Venezia’s latest kit, Sampdoria delivered what already feels like an instant classic, and Lotto has reintroduced the iconic design of AC Milan’s iconic 1995/96 fourth jersey for Grimsby Town. Slawn teamed up with Ronaldinho and Ravenna by Cipriani for one of the summer’s most surprising collaborations. And while Lecce are yet to unveil their new jersey, they’ve already made headlines by announcing adidas as their new kit supplier.

Salomon is shaping the future of trail running and the 2026 DoloMyths Run showcased a project that goes beyond winning races. This is why.

Innovation and nostalgia. In the former category, both Sporting CP and Palermo are updating their visual identity with striking projects. Meanwhile, Nike is reviving old templates and adidas is set to recreate the iconic Y-3 dragon jersey for Real Madrid.

Talking of photos... The one you can see was taken at Massimiliano Allegri’s first press conference as Napoli coach. It took place in one of the world’s oldest opera houses.

You might have seen the picture of Erling Haaland holding a taxidermy raccoon on his way back from the 2026 World Cup. It’s iconic in its own way and has sparked a debate about whether fashion needs to take itself less seriously and learn from football.

We know you’re looking forward to the 2026 World Cup final between Spain and Argentina, but don’t forget that before the most important night of the tournament, you have to experience the strangest: the Bronze final. See you next week.

But for every dark side, there’s always a brighter one. In this case, it came in the form of a big smile from Mexico’s head coach, Javier Aguirre, moments after telling Anthony Gordon to fuck off. Banter in its simplest and most sincere form. After all, this is one of the reasons why we love football.

adidas has unveiled the official ball for the 2026 World Cup final. Did you notice that Erling Haaland added ‘Braut’ to his Norway jersey? Meanwhile, Skechers released a special boot in honour of Harry Kane after he broke England’s all-time goalscoring record. We can’t wait to see Belgium face Spain and their new graphic for the line-up. The ones from previous games were simply stunning.

On the twentieth anniversary of Italy winning the 2006 World Cup, we released a capsule collection born from the collaboration between Slam Jam and nss sports: an open parody of the current state of the Italian football system and, at the same time, a call for a profound reform of a movement clearly facing decline. You can buy it here.

The 2026 Tour de France is in full swing, and there are two major talking points. First, Nike is back in cycling, and second, Tadej Pogačar is wearing a Richard Mille watch worth one million dollars.

Napoli has officially unveiled its new Home jersey for the 2026/27 season, which marks the club's centenary. As you would expect, the launch was accompanied by a photoshoot, but a couple of hours before the launch, Napoli revealed the jersey in a unique way by posting a photo of Diego Maradona wearing it. This pays tribute to the football legend and hints at one of the inspirations behind the jersey.

Yes, you’re right. This is Fabrizio Ravanelli. He modelled Perugia’s third kit — his hometown team. It’s one of the new kits unveiled this week. There are so many that we’re compiling a list of the best, which we’ll share with you soon. In the meantime, you can check out last week’s best ones.

We found the best sports-related Instagram page: Art But Make It Sports. They turn art into sports and vice versa. Check it out, you won’t regret it. See you next week.

With the World Cup in full swing, it’s easy to forget that the football season will be back soon. That’s probably one of the reasons why FC Barcelona decided to do something magical to capture everyone’s attention this week when they unveiled the new Home jersey for the 2026/27 season.

The club staged the unveiling at the Museu d’Art Contemporani de Barcelona (MACBA), featuring a stunning performance with dancing, music and a light show. The jersey has a deeper meaning, bringing to life the concept of the Blaugrana heartbeat, and features a typeface inspired by Gaudí’s work.

We were fortunate enough to witness all of this first-hand, and we also had the opportunity to gain a better understanding of what this project meant for the club by speaking with Paloma Mikadze, Director of Barça Identity & Barça Mèdia 360 at FC Barcelona.

We managed to see the best jersey at the 2026 World Cup in action: Norway’s all-white kit, complete with the iconic runic typeface. Vinted is full of CR7’s Mercurial boots. Fiorentina unveiled their new kit supplier in the least emphatic way possible, and you might have missed that Deportivo La Coruña has changed its name.

Watch parties are one of the biggest trends of the 2026 World Cup, so we got involved by staging one at Bar Sport in Milan last Wednesday. It was also the perfect opportunity to screen our documentary, American Wedding: 50 Years of Soccer in the United States. It was a great night, and we have scheduled another screening in Milan on July 9th. If you can’t make it, you can watch American Wedding exclusively on DAZN in Italy or by clicking here.

The first was Jannik Sinner, who wore a Nike holey jacket inspired by ACG. Without realising it, he had given us our first glimpse of a trend that would spread across the grass courts of the All England Lawn Tennis and Croquet Club over the following hours: sartorial jackets. It seemed as if everyone was wearing one.

On the subject of Wimbledon, we shared our thoughts here on Naomi Osaka’s entrance and why so many fans struggle to see the bigger picture when it comes to her appearance.

Formula 1 will be in action at Silverstone this weekend. We can look forward to seeing the return of LEGO cars in the drivers’ parade on Sunday, while Ferrari will be presenting an update in the form of a new Official Skincare Partner.

Napoli has unveiled a new crest to mark its centenary season, but the most significant change in Italian football comes from Ascoli, which has undergone a full rebrand. See you next week.

The 2026 World Cup is only halfway over, yet someone is already thinking about what will come next. That someone is Nike.

In keeping with the “Rip The Script” motto of their campaign, the brand has decided to make a bold move to promote their biggest acquisition for 2027 as they teased their first ever Home jersey for the German national team - who is winning the World Cup of social media - on the very same day that Die Mannschaft were facing Ecuador.

Two World Cup matches were suspended due to severe thunderstorms, prompting further concerns about the existing policies. Levi’s, Beats by Dre and Gillette are the biggest examples of how brands are turning FIFA’s restrictions into free publicity. We compiled a list of the best pre match jerseys and found that the price of the latest Mercurial Signature released by Nike for Cristiano Ronaldo has skyrocketed.

While waiting to find out whether Ronaldinho will really return to the pitch, Ravenna has done something many have been calling for for a long time: bringing the R10 brand back onto the pitch. It will do so through the newly unveiled kit, a shirt that combines identity and style and is already set to be one of the best in Serie C.

It’s the grass court season in tennis, which can only mean one thing: Wimbledon. The most traditional of the four Grand Slams, it boasts a blend of mandatory elegance and aristocratic heritage. These are the most elegant kits we’ll see at the 2026 tournament. They’re all white, obviously.

Norway turned heads when they wore their Away black kit in their match against Senegal. Over the next few days, we will be publishing an article about their font, but first, we took a deep dive into the history of black kits at the World Cup.

Louis Vuitton presented a bike and a matching kit at their latest show during Paris Fashion Week. While it is stunning, it is not the type of bike you would ride for the 1,400-kilometre of the Marseille Napoli, the ultra-distance cycling event that is becoming of the new classic races.

Some final bits from the World Cup: there’s a bistro in Copenaghen called Olise, and the staff paid tribute to Michael Olise by wearing France’s Home jersey with his name on the back; the three best photographers of the tournament are working from home; and these photos of Mexican fans are simply stunning. See you next week.

After 40 issues, it’s time for an admin reveal: my name is Andrea Agostinelli, editor for nss sports. I have been curating this newsletter since its inception. Back in 2006, when I was 17, I thought my life couldn’t have been better, as my first holiday with friends was just a few days after Italy won the World Cup.

I was right. Firstly, because you’re only 17 once, and secondly, because I’ve never seen Italy win the World Cup since. On top of that I’ve been waiting 12 years to spend a summer night watching the Azzurri play in the World Cup.

Some of that sadness was alleviated a few weeks ago when I had the opportunity to meet the man who helped me create the best summer of my life: Marco Materazzi. July 9th will mark the 20th anniversary of Italy’s 2006 World Cup victory, so it felt like the perfect time to interview him. We didn’t just do that: we also assembled one of the greatest production teams to shoot a truly evocative photoshoot for our latest issue of MORE THAN.

Marcelo Bielsa said he’s not a model but he dropped the coolest World Cup’s photo. Julian Nagelsmann’s outfits are so back. Levi’s and Beats by Dre have been forced by FIFA to cover their logos during World Cup matches but both brands have flipped the script and created two of the best marketing campaigns we’ve seen in recent weeks. This is the complete guide to every official patch of the 2026 World Cup, and here you’ll find an article on the biggest trend of the first week of the tournament. It’s unlikely that you have missed it.

adidas is playing a key role in ensuring that the FIFA World Cup 2026™ is one to remember. They produced iconic commercials and the legendary Trionda football, but more importantly, they designed the finest jerseys of the tournament. But the World Cup is not just about football. It’s also about rituals, style, colours, and food. This is where the “Taste Your Nation — Wear The Jersey” project comes in, combining a passion for football and food with a sense of belonging and community.

From 19 June until 11 July, adidas will be bringing “Taste Your Nation – Wear The Jersey” to selected stores across Italy on Fridays and Saturdays only: the adidas Brand Centers in Milan (Corso Vittorio Emanuele II, 24/26) and Rome (Via del Corso, 132), and the adidas stores in Rome EUR, Arese, and Orio al Serio. Fans can choose the official jersey of Argentina, Germany, Japan, Mexico or Spain to unlock a unique experience that goes beyond football. After making their purchase, they will receive a meal box inspired by the chosen country, featuring traditional recipes and exclusive cooking accessories. This will turn match day into a celebration of culture, food and community from home.

Rúben Amorim's appointment marks the beginning of a new era at AC Milan. On the pitch, obviously, but more importantly, on social media, where we caught a first glimpse of the Rossoneri's brand new visual identity.

There are brands that follow sport, and others that, over time, become part of the collective imagination until they are inseparable from it. Peroni is one such brand as they became a symbol of Italian football.

We are proud to introduce “American Wedding: 50 Years of Soccer in the United States”, a documentary by nss and Soccertes on the journey of American soccer. It features: Christian Pulisic, Federico Bernardeschi, Clive Toye, Kyle Martino, Shep Messing, Gerhard Stochl, and Drake Ramberg. You can watch it here and in Italy exclusively on DAZN.

We knew that Cold Palmer was an entrepreneur, what we did not realise, however, was that he had created a company that sells premium ice. There’s no better way to end this newsletter. See you next week.

A true fashion statement that is likely to go down in history as one of the most iconic moments of the 2026 World Cup, if not in the history of the tournament itself. More than just a pre-match presentation, it represented a powerful celebration of identity, culture, and creativity, setting a new benchmark and proving once again that football has become one of the most influential stages for contemporary fashion.

A total of 72 matches will be played during the group stage, but we won’t see at all these 18 jerseys. On the subject of jerseys, FIFA forced Haiti to change theirs. These are the new rules introduced by FIFA and IFAB for the tournament. If you’re wondering who designed the jacket worn by the Ivorian players in the photo, here’s the full list of fashion partners at the World Cup.

Last weekend, we were at the Visa Soccer Village at Party Like a Deejay, an event that brought the excitement of football to the heart of Parco Sempione. For two days, the area welcomed fans and families, hosting impromptu matches, friendly challenges and moments of shared passion, and transforming one of the city’s most iconic locations into a hub for entertainment and community.

In anticipation of the 2026 World Cup we focused our attention on the United States but there are two other host nations: Canada and Mexico. In this article, we analyse their situation, trying to determine whether they are actually ready for the event.

Lay’s has carved out a distinctive place within the contemporary sporting imagination. This is how they turned football fandom into a brand language.

As you might have guessed, we’re busy covering the 2026 World Cup, which means we’re missing out on everything else. Thankfully, our colleagues at nss magazine are helping us to cover other major stories, such as Kim Kardashian’s appearance at the Monaco Grand Prix and the New York Knicks’ spectacular comeback in Game 4 of the NBA Finals.

New York’s major Zohran Mamdani has launched the most exciting jersey drop of the 2026 World Cup. We’re not kidding. See you next week.

Football jerseys have become increasingly technical and carefully designed products, resulting in steadily rising prices. At the same time, major events such as the World Cup generate enormous demand for football-related merchandise, prompting many fans to seek out more affordable alternatives, including counterfeit shirts. This highlights the fact that the desire to identify with a team or take part in the tournament often exceeds the ability or willingness to purchase official merchandise, creating an opportunity for fast fashion retailers to step in with their own collections.

At first glance, this phenomenon may appear to be a sign of a crisis in traditional merchandising. However, the numbers tell a different story: the global licensed sports merchandise market continues to grow, and forecasts point to further expansion in the years ahead. In short, sports merchandising is not dying — it is changing shape.

Real Madrid have unveiled their new Home kit, which features pink and green. Chelsea also unveiled their new Home jersey, but they did so during a WWE show. Venezia has changed the colours of their crest, which got us thinking: which Serie A team has had the same crest for the longest time? We also have a question for you: have you ever seen football boots change colour when heated?

Padel is the latest sport to attract luxury brands, with Ravenna by Cipriani designing an exclusive line featuring two exclusive luxury rackets that transform technical equipment into a stylish statement.

Serena Williams is back. She has announced that she will return to professional tennis by participating in the next edition of the Queen’s tournament. A few weeks ago, we wrote about a possible comeback, and the announcement could not have come at a better time, as we had just published photos of her from the 2002 Roland Garros tournament, in which she wore a kit inspired by the iconic sleeveless design created by PUMA for the Cameroon national team.

PSG won the 2025/26 Champions League, and we were in Paris to capture the fans’ excitement on this historic night. The day after, we were in London too where the sadness over the defeat did nothing to spoil the parade celebrations on the streets.

Nothing to say here. Just enjoy Nike’s epic film for the 2026 World Cup. It’s well worth watching.

Of all the things we saw this week, including the unveiling of Jacquemus’s collaboration with the French national team, the craziest has to be this Lego pennant created for the Netherlands. See you next week!

On the other hand, it has never been so popular. Drive to Survive has made Formula 1 cool and turned the drivers into worldwide stars like never before. Sports brands, as well as fashion brands, have started to invest. Apple became the exclusive broadcast partner in the US, signing a five-year contract worth $700 million. The average age of viewers has dropped from 55 to 32 in five years, and half of the new fans are female.

These factors create the perfect environment for Formula 1 to become the home of quiet luxury. So it’s no surprise that Gucci will have its own team from 2027: the Gucci Racing Alpine Formula One Team.

Ahead of the 2026 World Cup, Nike have raised the stakes by unveiling new collaborations with NOCTA, Patta, Palace, Slawn and G-Dragon. Not to be outdone, adidas dropped a collaboration with Kith celebrating Lionel Messi. The brand also celebrated Henrik Larsson, which is always a good move. Meanwhile, Kappa has once again delivered stunning kits for Tunisia, and LOEWE is the new travelwear brand of the Spanish national team.

In the heart of spring, we met Benjamin Pavard in Marseille for the latest issue of More Than and discovered a side to him that made us truly understand how deeply he is connected to fashion. He mentioned Giorgio Armani, Louise Trotter, Matthieu Blazy and the influence of his wife, Kleofina.

Even before the start of the 2026 edition of Roland Garros, we had already decided that the best kit in the tournament was the one designed by Nike for Aryna Sabalenka. Then Naomi Osaka stole the show with a stunning new outfit created by Kevin Germanier, putting us in a difficult situation. Nevertheless, our favourite remains unchanged, but you must see this breathtaking Lacoste jacket designed for Novak Djokovic.

Ferenc Puskás is undoubtedly one of the greatest footballers in history. He was part of the iconic Hungarian team, the Aranycsapat, who remained unbeaten for 32 consecutive games over a period of four years. He is a legend in Budapest. There is a museum in his memory, and, most importantly, a stadium named after him. It is here that the Champions League final between PSG and Arsenal will be played.

The New York Knicks advanced to their first NBA Finals appearance since 1999. After securing their place with a win against the Cleveland Cavaliers, all the players rushed to hug Timothée Chalamet. The ultimate confirmation of his perfectly controlled aura.

WWE is preparing to land in Italy for its first historic Premium Live Event, Clash in Italy, which will take place in Turin and will stream live exclusively on Netflix on May 31 at 8:00 PM. We’ll be there. In the meantime, to understand better how a professional WWE ring gear is designed and made, we spoke with three superstars: Charlotte Flair, Gunther and Dominik Mysterio. See you next week.

Back in August, they released the best videos of the transfer window when announcing the signing of Eberechi Eze. They used the soundtrack “Let It All Work Out”, capitalising on an old tweet from Eze. There have also been a number of collaborations having completely redefined the intersection between football and fashion. A-COLD-WALL*, NTS Radio, Stanley Cup, Good Squish and Places+Faces, are just a few examples. And that’s just this season — in previous years, they collaborated with Aries Arise, Maharishi and Stella McCartney.

Together with adidas, they have also designed surprising football shirts that redefine the concept of the traditional jersey. Arsenal have been the frontrunner in every aspect over the years, and now they’re getting the well-earned results on the pitch, too. It all worked out.

Manchester City’s new home jersey features a gradient design, while Liverpool have brought back an iconic pattern from 1989. The most unexpected Serie A jersey launch came without a teaser campaign, and it wasn’t the new Inter or Bologna home jerseys, the latter of which celebrates the 100th anniversary of the Renato Dall’Ara stadium. Palermo missed out on promotion to Serie A but the project for the new stadium is still alive. LC23 and Umbro have done it again while Salehe Bembury designed a new collection for PUMA.

Kappa has rewritten football’s aesthetic codes with jersey designs that permanently reshape the game’s look. Now, the brand’s heritage moves beyond sport to inspire a capsule collection celebrating Italy’s largest electronic music festival.

When you think of Rome, basketball probably isn’t the first thing that comes to mind. However, things may change in the future, as the NBA is seriously considering establishing a franchise here for their European league. Meanwhile, local teams are fighting for their spot, and a businessman is ready to buy the biggest arena in town. It’s a complicated story: here’s everything you need to know.

Marcus and Shawn Milione are the creative duo behind one of the most successful running brands around at the moment: Minted New York. However, if you’re more into cycling, you should take a look at the new collection from Basso Bikes and A KIND OF GUISE, which takes cycling apparel to the next level.

Moncler Grenoble surprised everyone by staging the campaign for their brand new collection in Arizona. More specifically, they chose the middle of a desert. The setting is evocative, and to find out more, we spoke to Gus Kenworthy.

The 2026 edition of Roland Garros has barely begun with the preliminary rounds, but we already have a winner: Nike. The reason? The kit designed for Aryna Sabalenka, which combines style, provocation and boldness. See you next week.

New York City’s newly elected mayor, Zohran Kwame Mamdani, has launched a special project called ‘Soccer Streets’, a travelling series of sports days that will visit 50 public schools across the city’s five boroughs in the lead-up to the World Cup. At each stop, the streets outside schools will be transformed into football pitches, art spaces and block party areas.

Therefore, initiatives like these open up new perspectives for younger generations by creating new social spaces where people can truly return to the streets and experience the relevance of sport. At the same time, this could also serve a second purpose: reshaping the way young Americans approach football. Rather than through expensive and exclusive academies, this approach would start on the streets, incorporating the spontaneity and technicality that has historically been missing from U.S. football, despite being present in the major sports for which the country is known.

In creating the new home kits for Juventus and Manchester United for the 2026/27 season, adidas opted for elegance and heritage. The same approach was taken for Mexico’s third jersey. We discovered Haaland’s brand of hair ties. MSCHF designed a stunning capsule for Vicenza. Brain Dead is UD Ibiza’s new official technical sponsor. Paris Saint-Germain has teamed up with Labubu. Como Women wore Napapijri’s anorak jackets during their last game.

Coppa Pizzeria is an anarchic football tournament set inside a maze made of hundreds of shipping containers. This unique event was conceived by Daniele Sigalot and is directed by Antonello Colaps. Here you can find the best photos of a dusty Neapolitan Sunday filled with warm beers and unlikely athletes..

Jannik Sinner’s aura is unlimited right now. He will not only remain the #1 in the ATP rankings for a long time, but he also forced Gucci to embrace his all-black style at the 2026 Italian Open by creating a brand new duffle bag.

The world’s largest collection of pennants is located in Rivoli, a city in the province of Turin, at the “Il Bisogno” restaurant. Pino Palese, an enthusiast, has managed to amass 20,000 unique items since 1975. Some are on display, while others are preserved and cataloged in a storeroom. We interviewed Palese to learn how one becomes a pennant collector and how he conducts his research.

Step aside, Heated Rivalry. Make way for the brand new sapphic football romcom starring Lola Tung. It’s called Ripe! Read on for everything you need to know about it.

The football season is coming to an end, but if you’re looking for an intense competition, check out the Serie C play-offs. They are the Hunger Games of football: of the 28 teams starting, only one remains. See you next week.

A few weeks ago, when the countdown to the World Cup reached 100 days, we made a wish list. One item on which was legendary commercials. Well, adidas has made our wish come true: take a look to see for yourself.

PSG not only made it to the Champions League final, they also brought Japanese aesthetics to football with a special capsule in collaboration with Pièces Uniques. In contrast, Bayern Munich failed to win despite wearing their new Home jersey. In Serie A news, Inter won the Scudetto last weekend with Marcus Thuram once again stealing the spotlight during the celebrations, this time by recreating the iconic 2001 Kobe Bryant pose. After the game against Parma, we were in Piazza Duomo together with thousands of Nerazzurri fans and Filippo Moscati captured the moment with these amazing photos.

Tennis lights up Rome and kicks off the Italian Open with “Serve the Night,” the event hosted by adidas Italia at the adidas Brand Center. The evening featured five standout names from the circuit – Stefanos Tsitsipas, Francisco Cerúndolo, Jakub Menšík, Karolína Muchová, and Jessica Pegula – who shared emotions, expectations, and what it means to compete on red clay, also reflecting on the message “You Got This,” a symbol of confidence and determination on and off the court, in the heart of Rome’s vibrant atmosphere. Adding to the experience, the audience was actively involved through an adidas challenge, with the chance to win a match of table tennis against the tennis stars themselves.

In fashion, the first Monday in May means one thing: the Met Gala. At the 2026 edition, athletes once again took centre stage. Here is a selection of the most impressive outfits.

Did you know that the 1946 Giro d’Italia featured an AC Milan cycling team? It’s just one of the crazy stories surrounding one of the world’s most prestigious stage races in the world. You can find all of them in our ultimate guide to the history of the Giro d’Italia.

The last game of the Serie B season is scheduled for this evening. A big party is expected in Venice, where the team secured promotion back to Serie A with one game in hand. This could be one of the last events at the Penzo Stadium, as plans are in place to build a brand new stadium that will transform the city.

What is audacity? Universally recognized as a synonym of courage, this word enriches its meaning with further nuances. The Treccani dictionary, for example, in certain contexts defines it as: “the quality of a highly original, even revolutionary novelty, which may therefore be risky”. If there is a brand that has made taking risks its philosophy, it is Oakley. An unwavering confidence in its own ideas has guided the creation of objects so original and groundbreaking that they have rewritten aesthetic codes. The latest expression of this vision comes from the Players Collection, featuring new signature eyewear from Kylian Mbappé alongside first sportswear collection and eyewear with Jaylen Brown. See you next week.

This week, we had the unique opportunity to sit down with him and find out more about how he became the Special One (see the video above for answers). Most importantly, we discovered his definition of leadership.

NAHMIAS has unvelied a special capsule collection for Formula 1, while Brioni joined the paddock alongside Alpine. The first ever Crocs football shoe has arrived. Riccardo Calafiori transported us back to the early 2000s with this photoshoot, which was held to mark a new collaboration between adidas and MIAOU. What can we expect from Reebok at the 2026 World Cup? Hopefully some of the magic that Naomi Osaka brings to the tennis court.

Italian football is experiencing the darkest period in its history. Failing to qualify for the third consecutive World Cup was bad enough, but now Serie A’s referee designator, Gianluca Rocchi, is under investigation for alleged involvement in sports fraud. This has led us to consider what fans can do to effect change.

Running made headlines worldwide this week when Sebastian Sawe became the first person to run a marathon in under two hours. He achieved this feat while wearing the lightest running shoe ever made: a pair of adidas worth $5,000 on the resale market. This result will change marathons forever, and we’re not the only ones who believe it. Yeman Crippa, winner of the 2026 Paris Marathon, agrees.

Marcos Llorente is not your average footballer. From his adherence to the paleo diet and circadian rhythm-based lifestyle to his use of coloured contact lenses, he certainly has a unique approach to life.

Thinking of catching a film this weekend? Check out the Michael Jackson biopic review from our colleagues at nss magazine.

It is likely that Coventry players wearing the Worst Kit of All Time will dominate your social feeds this weekend, but in our view, the jersey truly worth celebrating is the collaboration between Udinese and Macron, a commemoration for the 50th anniversary of the Friuli earthquake. See you next week!

This has indeed become one of the best football memes of all time and has been used by dozens of football clubs and fans to create content after they were promoted. The latest are Coventry City fans, who celebrated their promotion to the Premier League after a 25-year absence last weekend. About 5,000 of them are especially happy as they will get a free season ticket. Well, that really tastes like promotion!

F.C. København has encapsulated 150 years of history in a jersey. Umbro and secondhalf.pdf dedicated a collection to the role of the goalkeeper. adidas takes its business in Formula 1 very seriously and the next step is the partnership with Red Bull. The latest issue of Residency, our photo reportage in collaboration with Serie A, took us to Udine’s Bluenergy Stadium for the first time.

During Milan Design Week, we visited Air Lab, a vast space in which Nike recounts the history of Nike Air, from its past to its present and future, through samples and materials. It’s a place where you can explore the relationship between the brand and air as expressed through footwear, accessories, and apparel.

The Bernabéu has been transformed into a tennis court for the Madrid Open. We witnessed Jannik Sinner and Jude Bellingham teaming up to play an amateur doubles match against Rafa Nadal and Thibaut Courtois, with Florentino Pérez acting as the chair umpire.

Ferrari Hypersail is the latest project from the Prancing Horse. It’s neither a car nor red. It’s a black sailboat.

One of the holy grails of football jerseys is the Netherlands’ 1988 European Championship uniform. A geometrically patterned jersey in which orange and white fade into each other. It’s clear that this was the inspiration behind the new football jersey released by Max Verstappen. No: this not a joke.

Ten years ago, Thrasher dissed Justin Bieber because he didn’t embody the brand’s lifestyle and DNA. Now, they’re designing collections for the 2026 World Cup. See you next week!

Inspired by the ACG line, we tried to imagine what Nike-sponsored Champions League balls might look like. You can see the results here. Looking at these images, we realised that the Champions League would not only lose a ball without the star-shaped structure, but also its entire visual identity.

Corteiz has released a new Italy national team jersey. Meanwhile, Nike created a Netherlands anthem jacket in collaboration with Patta. One Block Down has reworked Atlético Madrid’s Spider-Man jersey. There are not one, but two new Predator releases: one from Thrasher and one designed by Wales Bonner. PUMA has dedicated a collection to Pep Guardiola, while Inter’s new capsule has been inspired by Pink Floyd’s football team.

It all started with Muhammad Ali in 1985. From that moment on, WrestleMania was no longer just about wrestling; it became a show, a part of popular culture, and a legend that spans generations. On the eve of WrestleMania 42 — the first Premium Live Event to be broadcast live in Italy on Netflix — we have put together a list of sports athletes who have appeared on The Grandest Stage of Them All.

Tennis has entered its clay-court season and we have only one request: we need more pink kits to bring back some of the Roger Federer vibes from 2010.

What’s the latest on the Victor Wembanyama project? He has already become the new face of the NBA, but with MVP talks, Louis Vuitton endorsements and Nike global campaigns, there is plenty more to discuss.

If you’re not familiar with Italian politics, you might have missed the rise of Silvia Salis. The mayor of Genoa, she is considered the biggest rival to Prime Minister Giorgia Meloni in the 2027 elections. Most importantly, she announced this week the signing of a joint project with Lombardy, Piedmont and Liguria to host the Olympics in 2036 or 2040.

Barilla is one of Formula 1’s official partners, and this week they launched a new pasta shape dedicated to the sport. But did you know that Paolo Brambilla, the brand’s vice president, was an F1 driver? See you next week!