Juventus Goes To The Moon And Launches New Capsule Collection

Forbes

25-04-2025

Juventus has conquered Italy 36 times, been club champion of Europe and the world twice, and is now expanding its footprint to space. Earlier this season, the Old Lady became the first soccer club to participate in a lunar mission. Juve partnered with Colorado space robotics firm Lunar Outpost, on its Lunar Voyage 1 mission. To celebrate its hand in space exploration, the club is dropping a new limited-edition Moon Capsule Collection alongside Adidas and Lunar Outpost.
On the field, Juventus is failing to live up to its exceedingly high standards. Igor Tudor's team is fifth in Serie A, one point outside the UEFA Champions League places with five games to go. Juventus will need to win its last five matches and hope for one of its opponents to drop points to salvage its season. However, according to Gianmarco Pino, Head of Brand at Juventus, if the club has learned anything from its space collaboration, it is that it should be bold and attempt the impossible. So, fans can expect Juve to push hard for the final European position and to continue innovating off the field.
Juventus's entrepreneurial spirit has been the foundation of the club's youthful mentality and success throughout its 127-year history. As Juve evolves from soccer club into sporting entity and lifestyle brand, it aims to enhance its commitment to innovation and excellence on and off the pitch.
With that in mind, the club continues to come up with novel ways to appeal to new fans and link Juventus to like-minded organizations. This season has been all about outer space. Together with Adidas, Juventus has launched several rounds of NASA and space-inspired merchandise. Pino said initial fan feedback was 'really good,' so the club continued down that road. The partnership with Lunar Outpost was a natural evolution from Juve's space-themed social media and merchandise campaign.
Speaking about the collaboration, Mike Armstrong, Chief Marketing Officer at Juventus, said, 'Juventus has always been driven by a spirit of innovation and discovery, and our partnership with Lunar Outpost extends that vision. As the first football club to be part of a lunar mission, we are proud to support the continued exploration of space. This is a testament to our relentless pursuit to break new grounds in the world of sport.'
To celebrate the partnership, Juventus is dropping its latest space capsule collection. The collection had a soft launch in late March, with first team players Randal Kolo Muani, Samuel Mbangula, Alisha Lehman, and American Tim Weah participating in a space-themed photo shoot. According to Pino, the merchandise has sold well so far without much social media push.
The capsule collection is comprised of four items: a white track top, a short-sleeved and long-sleeved pre-match jersey, and an orange track top. At first glance, the white track top looks like a standard issue track top. It uses classic Juventus colors—white and black—and has the Juve and Adidas logos. On the back, however, there is an arrow-shaped patch inside of which there is a space shuttle ascending to the Moon. The jacket also has the club motto Fino Alla Fine printed on it to demonstrate the club's constant pursuit of excellence.
The orange track top's design is similar to the white version. It has the same arrow-shaped patch on the back and includes a shoulder lunar mission badge that shows the Lunar Outpost Mobile Autonomous Prospecting Platform (MAPP) rover on the Moon. The orange body and blue sleeves are supposed to resemble a modern space suit.
The pre-match jersey, which comes in both short and long sleeves, has a black body and a lunar-eclipse polkadot-esque pattern. The Lunar Outpost logo is displayed in place of a normal shirt sponsor. The pre-match top also has both the shoulder and back space-themed badges.
The official launch of the capsule takes place this weekend, April 24-26, alongside Juventus Football Club's home match against Monza FC. The club will do a stadium takeover at the Allianz Stadium, converting it into a space-themed arena complete with activations for fans. In the words of Pino, the stadium takeover will show, 'we landed on the moon and now we are traveling back to Earth to land in the stadium.'
The Lunar Voyage 1 mission launched from Cape Canaveral, Florida, on February 26, 2025. It did 38 orbits around the Moon before landing on the South Pole on March 6. The mission's bold objectives were to land on and explore the Moon's relatively hostile Southern Pole during and after the lunar eclipse. Following that, the team would gather space materials for sale on return to Earth using its MAPP rover.
Unfortunately, after orbiting the Moon nearly forty times, the lander didn't land properly, so no space materials were obtained. Still, the rover communicated with the Lunar Outpost scientists for several days, allowing them to gain valuable data that will help pave the way for future sustainable space exploration.
While the connection between soccer and space exploration may seem unclear, Gianmarco Pino says, 'they share common objectives, such as breaking boundaries and looking forward.' From Juve's perspective, the collaboration allows the club to show its continued desire to innovate. The lunar mission also aligned with Juventus's ESG strategy, as it seeks to further eco-friendly space exploration.
Lunar Outpost Founder and CEO Justin Cyrus said, 'Partnering with Juventus allows us to engage new audiences in the excitement of space travel. Together, we are inspiring curiosity about what's possible beyond Earth, while also exploring sustainable solutions that could benefit life on our planet.'
Pino added that the two entities are in talks about how they can continue collaborating in the near future. Lunar Outpost is planning a second and third Lunar Voyage, and Juventus is keen to lend its expertise and brand to them where appropriate. Perhaps there are more otherworldly endeavors in Juventus's future.