The ‘Beauty of Genoa’ has been carried over to Portofino, the location chosen by Serie A club Genoa CFC to run the launch campaign for their Kappa home kit for the 2024/25 season.
The campaign recreates the Italian dolce vita through photos in one of Italy’s most picturesque locations, bringing football, fashion and tourism closer together.
Taking advantage of Genoa’s proximity to Portofino along the Italian Riviera, the campaign shows everyday scenes by the harbour and in the village that symbolise the club’s closeness to the people.
The simplicity of the photos in passionate settings seeks to transport the viewer to the beauty of this town, bathed by the Mediterranean Sea, where yachts and small fishing boats predominate.
One of the new features of the football kit is the crew-neck collar, which adds a contemporary and comfortable touch while maintaining an elegant and refined profile.
The dark red shade is inspired by “pure feelings” – a tribute to the most iconic and representative jerseys of the Grifone, authentic iconic pieces in public memory, like the model adopted to celebrate the centenary.
The campaign’s slogan, Beauty of Genoa, celebrates the aesthetic beauty of the design, the pride of belonging to the fans, and the roots of the traditions that Genoa CFC has been conveying for over a century – a heritage left to new generations.
The campaign is directed by Paolo Pettigiani, a professional photographer and art director from Turin, together with Nicolò Leone, a digital content creator from Genoa.