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Dopo mesi di estenuanti silenzi stampa, il patron azzurro, Aurelio De Laurentiis, è tornato a parlare ai microfoni, svelando importanti retroscena e progetti del gruppo S.S.C Napoli. Tra questi, una novità assoluta nel mondo dei club sportivi di calcio, irrompe all’ombra del Vesuvio. Il Napoli ha scelto di non rinnovare la partnership con BasicNet, terminando così il rapporto creativo con Kappa, iniziato nel 2015. Grazie a questo contratto, gli azzurri facevano affidamento su introiti annui di circa 8 milioni. De Laurentiis vorrebbe effettuare un importante passo avanti nel mondo della distribuzione, auto-producendosi le maglie sportive. Questa sarebbe una vera e propria rivoluzione nel mondo del calcio, le cui risorse creative sono quasi ormai interamente gestite da grandi brand, quali Nike, Adidas, Puma etc. Il Napoli potrebbe diventare una delle primissime squadre competitive ad esportare questo concept in Europa e nel mondo, potendo contare su milioni di fans sparsi per il globo. A firmare l’intero kit sportivo potrebbe essere Giorgio Armani, celeberrimo stilista italiano, che si occupa tutt’oggi di gestire una grossa fetta del mercato italiano della moda. D’altronde gli azzurri durante la stagione 2020-2021 hanno sperimentato diversi nuovi tipi di abbagliamento, come la maglia ispirata alla nazionale Argentina, in onore del leggendario Diego Armando Maradona (che secondo alcune stime non ufficiali avrebbe venduto 35 mila copie da Gennaio 2021), e la partnership con Marcelo Burlon, imprenditore e stilista milanese, i cui disegni, una volta inseriti ufficialmente nel mercato, hanno fatto sold out nel giro di pochissime ore (recentemente sono state inserite nuove scorte, già quasi esaurite). Non è infatti la prima volta che Armani si propone come creator di abbigliamenti sportivi: nel mondo del basket disegna e sponsorizza il club Olimpia Milano, uno dei più titolati d’Europa; è il main sponsor dei campionati del mondo di scii alpino FIS Cortina 2021; dal 2019 veste Fabio Fognini, celebre tennista italiano. Inoltre, disegnò il kit dello Stromboli, squadra del campionato di terza categoria. Per Armani, dunque, il Napoli rappresenterebbe un’opportunità per espandere calcisticamente il suo marchio in tutta l’Europa, e anteporsi ai colossi del marketing creativo.
Francesco Maddaluno
Redazione Comete
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