French Montana Bridges Music and Football with Juventus Performance
– In a unique intersection of sport and entertainment, Grammy-nominated artist French Montana performed at the Allianz Stadium in Turin, Italy, ahead of the Juventus versus Como Serie A match. The performance was part of the launch event for Juventus’ new adidas x Juventus x Studio Sgura 4th Kit.
The initiative marks a deliberate effort by Juventus to transform the Allianz Stadium into a multifaceted entertainment hub, extending its brand beyond the pitch and appealing to a younger, internationally-focused audience. The club views music, fashion, and live events as key tools for amplifying emotion and fostering shared experiences among fans.
Montana’s performance wasn’t a last-minute addition. He was specifically invited by the club’s PR team to attend the event and share his perspective, culminating in a full performance on , immediately before kickoff of the Juventus-Como game – a first for an artist at the Allianz Stadium prior to a Serie A fixture.
The collaboration with adidas and Studio Sgura on the 4th Kit provided the backdrop for this cultural integration. The kit launch itself is intended to represent a blend of tradition and modernity, aiming to be both a sporting garment and a fashion statement.
This isn’t the only recent kit unveiling for Juventus. The club also recently unveiled its 2025-26 third kit, inspired by the vineyards of Piedmont, highlighting the region’s cultural significance. The new kit features a grape-inspired graphic and a color scheme of black, burgundy, and dark green.
The move to incorporate high-profile musical acts like French Montana reflects a broader strategy by Juventus to expand its brand universe and connect with new communities. The club aims to position itself as a cultural brand with global relevance, leveraging the power of music and entertainment to reinforce its connection with fans worldwide.
Juventus continues to evolve the matchday experience, placing culture, music and lifestyle at the heart of its connection with fans and audiences around the world. The club’s vision is to create a place where sport intersects contemporary culture and global creativity.
