Creative Soccer Culture

Kappa and Montaigne Market Collaborate for Pop Up Installation

Described as a "Cultural Study", Kappa and Montaigne Market have teamed up to recount a tale of "cultural revolution, inside and outside of stadiums".

Two cultural champions in their own right, this installation celebrates a milestone moment in the history of Kappa. In 1978 the brand opened the sports sponsorship market in Italy as for the first time in the history of soccer a brand’s logo was sewn on the shirts worn by Juventus. Today, 40 years later, BasicNet – the Italian group owner of the brand – is celebrating that historic event with an exhibition entitled “Kappa, the champions’ jersey”.


The uniforms, with the Omini logo that made soccer history, will be on show until May 26th in the Montaigne Market store in Paris and 14 original Kappa shirts have been presented and paired up with pictures for this gallery-like exhibition. The shirts on show have been worn by "champions" as the likes of Ronaldo, Buffon, Del Piero, Zidane have all played and performed in the respective shirts.

As well as club shirts, the Italian national team’s Kappa kit, which  worn on the pitch for the first time in 1999, has been put on show. It was a kit that changed football perception as well as styling and Kappa describe it as a shirt that "changed soccer kits forever". A wealth of technical engineering was woven into that kit and the cut was entirely new for the game; known as "KombatTM", the materials used were created by Kappa’s R&D Centre with an extremely innovative and elastic technical fabric. The first that thanks to the “stop stopping” system would highlight foul play for the referee, at the same time allowing players to complete the action.

As well as the on pitch celebration, the two brands have completed the collaboration as well as the look, with a bespoke capsule launch. You can see the Kappa x Montaigne Market capsule here.


The Creative Soccer Culture Brief

Sign up to our newsletter and we'll keep you in the loop with everything good going on in the world of Creative Soccer Culture.