The Map of Italian Sportswear Brands

Italian sportswear brands have been gaining popularity in recent years - but where do they exactly come from? Italian sports magazine NSS Sports have created a very nice infographic of the origin of Italian sportswear brands.

Origin of Italian Sportswear Brands

The distribution of Italian sportswear brands throughout Italy differs from that of Serie A clubs. While the clubs are mainly located in the north, the 19 Italian sportswear brands are spread evenly throughout the country. Kappa, for instance, is based in Turin, Macron in Bologna, Lotto in Trevignano, and Zeus in Torre Annunziata. The combination of brand and city plays a crucial role in the heritage of the brand.

via Sport League Maps

Italian sportswear brands, much like Italian high fashion brands, are associated with specific cities. Examples include Armani-Milan, Stone Island-Modena, Gucci-Florence, and Fendi-Rome. However, not all Italian sportswear brands have strong links with their respective cities. While there are examples such as Juventus-Kappa, Bologna-Macron, and Parma-Erreà, many brands are yet to forge such strong connections with teams and cities.

In the 2022-2023 season, 12 of 20 teams in the Serie A have an Italian kit maker (60%). However, all the biggest clubs except Napoli are sponsored by foreign brands (e.g. Juventus, Inter Milan, AC Milan, and AS Roma).

Italian Sportswear Brands - Home Cities

Would you like Italian brands to also make the kits for the big teams? Comment below.