On Saturday, in the context of the launch of Juventus’ new adidas x Juventus x Studio Sgura 4th Kit, the Allianz Stadium will once again transcend the boundaries of football, transforming into a global stage for live entertainment ahead of the Juventus vs. Como match.

With a special pre‑game live performance by internationally renowned artist French Montana, 3x Grammy‑nominated, Diamond‑certified, and Global Citizen’s first rap ambassador, Juventus continues to redefine the matchday experience, placing culture, music and lifestyle at the heart of its connection with fans and audiences around the world. The initiative reflects the Club’s ongoing vision to evolve the stadium into a true entertainment hub, a place where sport intersects contemporary culture and global creativity.

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This moment represents another step in Juventus’ broader strategy to expand its brand universe beyond the pitch, embracing new forms of expression that resonate with younger, international and culturally driven communities. Music, fashion and live entertainment have become powerful tools to amplify emotion, storytelling and shared experiences, reinforcing Juventus’ role as a cultural brand with global relevance.

Stay tuned for a matchday that promises to deliver a truly immersive and “unforgettable” experience.