Italian fashion brands have been creating designs for sports teams, with Giorgio Armani being a notable example through his dedicated sports collection, EA7 Emporio Armani. Armani has designed both sports and formal wear for the Italian Olympic and Paralympic teams at multiple events, starting with the 2006 Turin Winter Olympics and continuing through to the upcoming 2024 Paris Olympics and the 2026 Milan Cortina Winter Olympics. The designs feature the colors of the Italian flag, classic Armani navy, and seamlessly blend elegance with functionality, fostering a sense of national pride.
Juventus and Giorgio Armani have partnered to create a formal wardrobe for the first-team players for the 2025/2026 and 2026/2027 seasons. This collection features sophisticated suits and overshirts in premium materials, centered around a midnight blue palette. It includes crêpe and water-repellent cashmere options for colder months, along with lightweight wool trousers, T-shirts, polos, and rollnecks.
Prada has a longstanding commitment to sailing through its Luna Rossa project, which competes in the America's Cup. The team is officially named Luna Rossa Prada Pirelli. Additionally, Prada sponsors the Challenger Selection Series, formerly known as the Louis Vuitton Cup, which is now referred to as the Prada Cup. Prada Linea Rossa merges fashion and sports with a collection that emphasizes innovation, design, and functionality. This collection was first introduced in 1997, in conjunction with the Luna Rossa team's participation in the 30th edition of the America's Cup. It is distinguished by its versatile, high-performance designs, contemporary aesthetic, and exceptional technological excellence.
Last month, Prada announced its partnership with the Chinese women's soccer team for this summer's FIFA Women's World Cup. Additionally, Prada Linea Rossa is collaborating with Red Bull athlete Ryōyū Kobayashi, a Japanese ski jumper who has recently taken on an extreme challenge. The Olympic and World Cup champion, who is also a three-time Four Hills winner, achieved a remarkable feat by setting a new world record in ski jumping.
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