Italian Football Clubs Redefine Style: From Como to Verona

A new wave of Italian football clubs is merging fashion and sport, transforming themselves into lifestyle brands. Como 1907, after returning to Serie A in 2024, appointed fashion designer Rhuigi Villaseñor as Chief Brand Officer and minority shareholder. Their collaborations include a Rhude Spring 2025 collection at Villa d'Este, a limited Adidas kit with proceeds for childhood leukaemia, and a tailoring partnership with Kering-owned Brioni for the 2025/26 season. Como's retail subsidiary Sent Retail launched 'Rhude 4 Fans' (R4F) in April 2026, a scalable model for premium fan merchandise. Ravenna FC 1913, in Serie C, partnered with Nike and Cipriani for 'Ravenna by Cipriani', and signed Ronaldinho, who auctioned charity shirts with artist Slawn. Modena FC, led by Stone Island chairman Carlo Rivetti, deliberately keeps fashion and football separate, working with New Balance instead. Venezia FC collaborates with IUAV university and Seoul-based Nivelcrack, emphasizing design and city identity. Hellas Verona partnered with British label Lyle & Scott, and under new owner Presidio Investors, aims to digitalize and enhance fan experience with 'Hellas Verona Garden'. The trend extends to AS Roma's collaboration with Aries and New Balance. These clubs see fashion as a route to global relevance, with strategies focusing on brand, city, community, and internationalization. Como leads in luxury integration, but its financial sustainability remains uncertain.