T-shirts that talk about myths and history

Designed to inspire pride, belonging, identity, with the writing “Italy called”, in all capital letters, on the back of the collar. And who knows what Goffredo Mameli, who created that verse almost 180 years ago (it was 1847), would say now, seeing it on the new Adidas kits that Spalletti’s national team will show off in Germany, at Euro 2024. Shirts that speak and say a lot, sometimes everything, in a few letters. The strength of communication 3.0, made up of commercials rather than prose, always anchored to the past and to its roots. Because emotions, ultimately, come from there. History, culture and an essential feeling driven by the passion that unites the team – be it national team or club – to its fans, the beating heart of football, today as then. Recall the glorious times that once were to enhance the present and hope for an equally rosy future. Like Bologna, who write on the inside of the collar “The squadron that makes the world tremble”, a romantic dedication to the rossoblù who won four championships between ’36 and ’41. A tribute, but also a wish. And if the results are the ones Thiago Motta and his are getting, we can only raise our hands. But also “We Are United”, written on the back of the collar, out in plain sight when Zirkzee and his teammates make Dall’Ara explode with joy, finally breathing the air of the top league. For people who go to the stadium and who just want to see their favorites give everything and more. They know it well in Bergamo and Atalanta, they have been repeating it for years: “The shirt is always sweaty”, regardless of the result, regardless of everything.