19 June 2021
Accepting challenges, defining a vision of the future, setting new standards. This is Live Ahead, the principle that inspires Juventus every day, in every moment. This has now been further confirmed, as the club have now joined the NFT (non-fungible token) universe.
It is the latest frontier of the digital market: NFTs are unique digital assets, whose exclusivity is certified thanks to a blockchain that validates them in a similar way to what happens with cryptocurrency transactions. Itβs this unique validation which makes them ideal for the world of collecting, a world in which Juventus has always been a leading figure, with so many memorable items linked to its over-123-year history. Further validated by recent initiatives including special jerseys that are always welcomed with great enthusiasm by the fans and sold out in a matter of hours after going on sale online and in-store.
The club is also making its digital content available: launching for the first time today, 27th June at 18:00 CEST and lasting for eight days, until 5th July, in collaboration with adidas, the first item to be auctioned will be a 3D, high definition representation of the brand new, 2021/22 home shirt. All the details will be revealed as the launch date approaches.
Thus, a wide-ranging project has been launched, which - after the partnership with Socios and the licence with SoRare - will also include collaborations with artists and connections with real-world experiences.
Juventus crosses a new border, but at the same time maintains the awareness of how much every gesture and every activity can affect the world around us. The problem of high energy consumption in the blockchain world is known and this is also why Juventus has decided to undertake this new challenge with the collaboration of high-level and experienced Californian-based company, NFT Pro β’ by Geer. Understanding the environmental impact of using blockchain, Geer is utilizing Palm, a new sustainable NFT protocol built on Ethereum.
