Juventus and adidas have officially launched their third kit for the 2020/21 season which marks a historic first for the European giants.
The Italian giants have shown great commitment as leaders in the football industry with their modern approach to marketing with several bold decisions in recent years.
Scroll through the gallery to see the striking new Juventus third kit for the 2020/21 season
From rebranding the traditional club crest to dropping the iconic black and white stripes last season, the Biancoerni has now looked to push further boundaries within the coming season with the latest kit launch.
Featuring superstar forward's Paulo Dybala and Cristiano Ronaldo in the official launch on Wednesday, the bright orange kit has already set tongues wagging on social media, albeit that's it's divided opinion.
However, the statement made by the club has explained that the decision was based on continuing their recent design and aesthetic approach to modern art while the vibrancy of the colour selected reflects the spirit brewing with the Serie A champions.
"We wanted to create all three Juventus kits for the 2020/21 season through the lens of art," Francesca Venturini, the adidas designer who created all three kits explained.
"The patterns that we have been able to form demonstrate the world of jersey design and art colliding. Juventus is a club that stands for innovation and is a global leader in football so we focused on bringing unique elements to each of kits.
"For the third jersey, this is the bold colour scheme, using orange for the first time in the club's history."