Earlier this week Fiorentina has officially unveiled its new Centenary jersey, created by Joma. A jersey that pays tribute to the history and tradition of the club and that, paradoxically, seems to tell us much more about that history than the launch campaign that accompanied it, which fails to fully convey the historical significance of a milestone such as 100 years.
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!