Brioni to Outfit Como 1907 Football Club in Landmark Partnership, Signaling Shift in Luxury Brand Strategy
Como, Italy – November 21, 2024 – In a surprising move blending the worlds of high fashion and Serie A football, Italian luxury menswear house Brioni has announced a multi-year partnership with Como 1907, the historic football club currently competing in Italy’s top tier. The collaboration will see Brioni provide the team with bespoke formal wear,marking a significant expansion of the brand’s reach beyond its traditional tailoring focus.
The partnership, unveiled today, outfits Como 1907 with an elegant navy blue ensemble for official appearances. The look features a solaro fabric suitcase and Brioni’s signature cotton trama polo shirt, emphasizing the brand’s commitment to quality and refined style. This isn’t simply a clothing deal; Brioni is effectively establishing a dedicated dressing room experience for the team, elevating their off-field presentation.
This alliance arrives at a pivotal moment for both entities. Como 1907, recently promoted to serie A after a 21-year absence, is undergoing a purposeful transformation into a lifestyle brand. Owned by Indonesian conglomerate Djarum Group and with Arsenal legend Thierry Henry holding a minority stake, the club has actively pursued unconventional marketing strategies. These include sponsoring Rhude’s Fall/Winter 2024 runway show on the shores of Lake Como in September, and appointing Rhude’s creative director, Rhuigi Villaseรฑor, as the club’s Brand Director in October. Villaseรฑor’s mandate is to broaden Como 1907’s appeal beyond football, tapping into fashion, art, and culture.
Brioni, acquired by Kering in 2011, has itself been undergoing a revitalization following a period of restructuring. Recent financial reports from Kering indicate improved performance for the brand, driven by a shift towards more relaxed, high-end products – including knitwear and leather goods – alongside its core tailoring offerings.The brand’s recent leadership changes further signal this strategic pivot.In september 2024, Federico Arrigoni, formerly deputy General Director of Saint Laurent, was appointed Brioni’s General Manager, and Flavio Cerbone, previously with Prada, joined as Marketing Director.
The choice of Como 1907 as a partner is especially astute. the club’s location on Lake Como,a globally recognized symbol of luxury and beauty,aligns perfectly with Brioni’s brand image. Furthermore, Como 1907’s young squad – eight of its 20 players are under the age of 20 – represents a demographic increasingly engaged with fashion and lifestyle trends. The average age of the team is 23.5 years old.
This partnership represents a growing trend of luxury brands seeking to connect with younger audiences through strategic collaborations with sports teams and cultural events. It also highlights the increasing importance of brand storytelling and lifestyle integration in the luxury market. Brioni’s move signals a clear intention to broaden its appeal and solidify its position as a modern luxury brand, moving beyond its traditional association with formal wear and embracing a more dynamic and multifaceted identity. The collaboration will be supported by a series of initiatives throughout the 2025-2026 season,details of which will be announced in the coming months.
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