In recent years, Gen Z has lost interest in football.
Data says that 42% of 13-23 doesn’t watch it, compared to 25% in other age groups.
Today, they are obsessed with something else: the attention young people once gave to the modern-day beautiful sport is now directed towards nostalgia for the pop culture of the '90s and ‘00s.
That's why, to make Gen Z fall in love with football and with Juventus,
we've brought home a nostalgic pop icon from that time: Kojiro Hyuga (AKA Mark Lenders).
In the fiction of the anime, in fact, the famous football champion of 'Captain Tsubasa'
has played for Juventus for a few games before being sent on loan.
We treated Hyuga as a player in his full capacity,
presenting him to the fans and making his jersey available in the shop.
No surprise: sold out in 25 minutes.
People talked about it as a true transfer-market banger.
And someone went mad.
Both the young and the not-so-young.
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Alessandro Sciarpelletti - Executive Creative Director
Daniele Piazza - Executive Creative Production Director
Paulo Gonzalez - Creative Director
Mattia Lacchini - Creative Director
Francesco Ravelli - Creative
Giacomo Casarollo - Mid-Weight Art Director
Andrea Savi - Account Director
Andrea Cossalter - Account Manager
Nina Marti - Account Executive
Stefano Porta - Senior Content Writer
Stefano Casè - Junior Video Editor
Andrea Cossalter - Account Manager
Nina Marti - Account Executive
Stefano Porta - Senior Content Writer
Stefano Casè - Junior Video Editor
