"Juventus can't keep quiet. Ask her to go through any hardship, but not stay silent. Her plan has always been to 'kick and discuss', unlike many who first discuss things then kick each other." Those were the words that opened the first Italian magazine dedicated to a sports club when it was released on 10 June 1915. Today it's known as HJ Magazine but 99 years ago it was simply Hurrà!.
A century has passed since the Juventus Presidential War Committee, made up of former players Gioacchino Armano and Fernando Nizza and club official Sandro Zambelli, came up with the idea of printing a "tribute to the Juventini still in Turin, their fellows in arms" with the stated aim of creating "something accessible to everyone that must reach the front line, work its way into the trenches and, if needed, end up behind the front line".
Poet and literary critic Corrado Corradino was the editor of the six-page publication, which was circulated every month until October 1916, when the lack of raw materials caused by the ongoing conflict forced printing to cease. It was released again in 1919 and remained in print until 1925, when it was discontinued once more.
The years passed until new year's day in 1963, when Omar Sivori's face appeared on the cover of Hurrà Juventus, the new name chosen when the magazine for Bianconeri fans hit the shelves again, printed in colour for the first time. The editor was former Bianconeri icon Felice Borel.
The magazine design has continued to adapt with the times, becoming more modern and captivating over the course of the years until, in 2011, a tabloid format and digital version for smartphones and tablets were introduced.
The most recent change came last summer, when it was turned into a tri-monthly publication with a slicker, glossier look and a new name: HJ Magazine.
What remains unswerving are the principles and its aim: to passionately narrate the Bianconeri world, bringing it closer to all fans. Because, as the very first issue stated way back in 1915, "Juventini are brothers who miss each other when separated. Now, scattered and confused, they strive to weave a storyline that unites them and makes their presence felt in each other's lives. They will succeed, because Juventus can do anything!"