Venezia FC: Blending designer fashion with football
Venezia FC, a Italian football club within the floating city of Venice that currently competes in Serie B, has transcended the boundaries of traditional football by blending high fashion and sports with the spirit of the Venice. Under the guidance of Ted Philipakos, the Arancioneroverdi have not only ascended through the Italian football leagues, but also redefined themselves as the most fashion centered football club in the world.
Located off the island of Sant’ Elena, Venezia FC plays its matches at the Pierluigi Penzo Stadium, which is the second oldest stadium in Italy and overlooks the famed Venetian lagoon. Despite the breathtaking venue, the club fell into bankruptcy in 2015 for the third time in a decade. This led Venezia to search for new management, eventually hiring Ted Philipakos as CMO later that year.
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The rise of Venezia
Ted Philipakos, who is an American from New York with a background in sports marketing, was the visionary who began Venezia’s astonishing rise through the Italian football divisions. Since his arrival, the club has hired a new coach, a new sporting director, and new analytics directly. These changes resulted in a dramatic revival for Venezia, which saw them climb from Serie D to Serie A within six years, marking the first top-flight appearance for Venezia in 19 seasons.
Philipakos’ vision also extended beyond the pitch, where he reimagined Venezia as a club embodying both the class and artistry of its home city. The spark from his bold decision-making, which culminated in switching kit manufacturers from Nike to Kappa, played a crucial role in transforming the club’s unique image and kit design.
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Kit Designs
Venezia’s kits have since become iconic, blending the city’s rich artistic heritage with modern design elements. The 2021/22 season saw four kits designed in collaboration with Fly Nowhere and Kappa, all featuring Venetian influences and vibrant colour-ways that captivated the fashion and football worlds alike. The home kit displayed a sophisticated black design that mimicked the pattern of classical Venetian walls, complemented by stars that mirrored those in the Basilica San Marco. The away kit, which featured Venezia’s traditional colours, displayed patterns that were designed to emulate the iconic mosaics of Venice. The third kit was cool blue, taking inspiration from the famous Venetian lagoon, with all funds from sales going to the We Are Here Venice NGO. The fourth kit was dominated by the red of stendardo di San Marco, the flag of Venice, and had the funds from sales donated to the non-profit Save Venice.
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In 2022, Venezia made another change by partnering with German designer Bureau Borsche to premier a new series of football kits that blended Venetian artistry with modern fashion. The home kit, characterized by its elegant black design with golden highlights and “Città Di Venezia” script, symbolizes Venice’s rich historical tapestry and artistic heritage. The away kit’s light cream base with vibrant orange-and-green stripes are meant to reflect the character of Venetian festivals and local carnivals. The third kit, bathed in an all-gold hue, pays homage to Venice’s gilded architecture, which engulfs the skyline of the city.
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Both kit collections instantly garnered attention from fans, setting a new standard for how football kits can bridge the gap between sports and high fashion. The initial launch for 2021 saw the home kit sold out on the first day of release, and 95% of the sales coming from international customers. The launch for 2022 saw 96% of merchandise sales occurring outside of Italy, particularly in the US, Japan and Korea. The kits have continued to surge in popularity, selling four times as many kits in 2022 than in 2021. The success of the two launches highlighted to the club the global appeal of both a fashion-forward approach to kits, and the blend of local culture with modern design.
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Arts and Culture
The club’s strategic partnerships with high-profile designers and local artists have also significantly broadened its brand’s identity. The club’s marketing campaigns are often set against the backdrop of Venice’s picturesque landscapes, utilizing the talents of local creators like 21-year-old photographer Eric Scaggiante, who captured the genuine spirit of the city. The choice of local Venetian talent for campaign shoots highlights Venezia’s commitment to the city and its people. This authenticity is further enhanced by collaborations with cultural institutions such as the Gallerie dell’Accademia and the Fondazione Musei Civici Venezia, helping to join the different worlds of art and football.
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Venezia has also expanded its brand into lifestyle territories by partnering with brands such as Off-White, Lido, and the Venice Biennale. These partnerships have resulted in limited-edition Venezia lifestyle items such as rain gear and a swimwear line. The marketing for all their products focus on a vintage, chic style, and features many professional models, such as Greek national Theopisti Pourliotopoulou.
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Venezia FC’s rise has been a story of success, where merging football, Venetian culture and designer fashion has created unique club identity that fans love. Their approach to football, both on and off the pitch, reflects and honors the cultural and artistic spirit of Venice, creating a distinctive character that is becoming world renowned.
Ted Philipakos has since also transformed another football club: Athens Kallithea FC, which has quickly become Europe’s most stylish football club.
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