The trend of local collaborations in the new Padova third jersey designed by Replay

Last week Padova presented their new third jersey produced by Macron and designed by Replay, a particularly refined product in terms of design and image, conceived specifically to attract the attention of fans with a design reminiscent of medieval armour in anthracite grey. A choice that once again attests to how geography is a criterion in Italian football when selecting partners - both Padova and Replay are from the Veneto region. The links between team, brand and territory have played and still play a fundamental, win-win role, useful both to the team and to the brand with a product extremely focused on the community and able to position the brand in terms of credibility and values.

A valid strategy both on the field as evidenced by the collaboration between Bologna and Macron, a link not only territorial that goes on for exactly twenty years and that just this weekend could be celebrated with a new shirt. In Serie B, Parma has also decided to link up with Erreà, exploiting the link between the city, brand and territory. A valid strategy also outside the field, Inter and Moncler are the next example (an agreement principle was partially announced yesterday), two realities inextricably linked to the city of Milan, an opportunity for both to root the name, more than they have already done. Even earlier it was Juventus that linked its name to Loro Piana, a collaboration that seems perfect not only because of the positioning or the style but because both were born in the same territory. Even abroad they have followed the same path, in fact from this year Paris Saint Germain will have Dior as formal wear partners, the maison was founded in Paris on 16 December 1946 at 30 Avenue Montaigne.

In fashion, leaving aside the big collaborations such as those between Fendi and Versace or Balenciaga and Gucci, which have monopolised the scene, co-local collbos, i.e. when brands return to the local dimension with collaborations that look outside the sector with a focus on a restricted community, have been very present. One example of this was the one that took place about a month ago between Carhartt WIP and Giannasi for the Pane Quotidiano Onlus association. A choice born also to increase the heritage of a brand even if not all brands, however, have managed to convince the teams of the city they belong to. Collaborations that have become more and more present, started outside the playing field thanks to some fashion houses and that could gradually convince more and more teams to move in the same direction.