For decades, C.P. Company has existed in a space that most sportswear brands only half-gesture toward – and its Spring 2026 ADV collection exemplifies that.
Born in Bologna in the early 1970s, and raised on the terraces of English stadiums and quietly adopted across Europe, C.P. Company is a label that understands sport less as an activity but more as a lived condition.
Its new campaign, Sportswear, Not For Playing In exemplifies that belief perfectly, in the sort of calm-yet-authoritative way only a Massimo Osti-founded label could. This is sportswear reframed as culture, rather than kit. It’s clothing for the build-up and the aftermath, a considered look for the rituals we love that orbit the game itself.
Performance is beside the point for C.P. Company. What matters are the social codes and shared glances that happen when people gather around sport without ever even stepping onto the pitch.
The campaign – which arrives in tandem with a beautifully-shot short film and a poem by John Joseph Holt – moves fluidly through generations and spaces, showing how emotion travels far beyond the ninety minutes.
Sport lives in posture and presence as much as action, and C.P. Company dresses all of it. The point of this whole thing, which has been the same since day dot, is that while results and performances come and go, what endures is who you were with and what you had on when it mattered. After all, like C.P. Company says, this isn’t sportswear to be played in, it's for living in.
You can discover more now via the C.P. Company webstore
