Challenge
Creating and communicating match kits
Client
US Cremonese, 2022 – 2025
Services
THE PROJECT
In the summer, there’s a highly anticipated moment for all football enthusiasts: the unveiling of the new kits for the upcoming sports season.
For the 2022–2025 triennium, US Cremonese entrusted Nebbia — in synergy with the technical sponsor — to design their match kits.
Taking on a project of this kind gave us the opportunity to explore a field we had long wanted to delve into: the intersection of football, tradition, and streetwear.
2024/ 2025 SEASON
During the last season, we decided to embrace nostalgia, drawing inspiration from the iconic designs of the 1990s for the away and third kits.
The away kit features a pattern that pays homage to the historic jerseys of that era, particularly an away design created by Uhlsport for Cremonese during the 1992/93 season.
For the third kit, we reimagined another ’90s away design, giving it a darker twist and creating a subtle pinstripe effect.
The home kit stands out with three red stripes on a grey background, maintaining a strong connection to the club’s historical identity. The addition of a second shade of grey creates a sense of depth, giving the jersey a modern and dynamic appearance
THE CAMPAIGN
For the online campaign, we chose the faces of “everyday” people from across the Cremona province, representing authenticity and local pride. Each protagonist was portrayed in their daily activities while wearing the team jersey, highlighting the deep connection between the club and the community.
We produced three reels and a photoshoot to support the social media communication.
2023/ 2024 SEASON
The away kit draws inspiration from some of Cremonese’s historic jerseys from the 1980s. The addition of Cremona’s map in shades of grey on a white background gives it a distinctive touch and reinforces the strong connection to the local territory.
For the third kit, we chose an elegant black tone. The sleeves and polo collar are subtly highlighted with fine grey-and-red lines. For this jersey, the team’s logo was reinterpreted, referencing the design used in the 1990
THE CAMPAIGN
Six models were featured: three professional models, a first-team player, a Primavera player, and an Under-19 women’s team player. The photoshoots were conducted in iconic locations around the city, but with a focus on unconventional settings.
The final result included 30 post-produced images and three reels for social media, one dedicated to each jersey.
2022/ 2023 SEASON
The 22/23 season was a memorable year for Cremonese, marking their return to the top tier of Italian football and celebrating the club’s 120th anniversary. Nebbia collaborated with the organization to design the home and away kits, striking a balance between tradition and innovation.
The home kit was inspired by the jersey worn during Cremonese’s last Serie A appearance, featuring a red horizontal stripe across the chest that elegantly incorporates the technical sponsor, adding a nostalgic and distinctive touch. We also oversaw the redesign of the logo used during the celebratory match for the 30th anniversary of the historic Wembley victory.
The away kit was conceived as a tribute to the origins of US Cremonese, bringing back the white and lilac colors that symbolized the club’s earliest matches. A homage to history, to honor where it all began.
THE CAMPAIGN
The launch campaign for the home jersey was closely tied to the season ticket campaign. It was in this context that the new home kit was unveiled for the first time, revealed at the end of the video and proudly worn by fans.
The campaign’s slogan, “Sola mai” (“Never alone”), was an iconic chant sung by the curva throughout the historic journey to promotion.
Nebbia managed every creative aspect of the campaign, including photography, the promotional video, and even the custom font used for the claim. The result captured the essence of the passion and identity that unite the team with its community.
