Fans are the models for Kappa’s campaign for Genoa CFC
Sports brand Kappa has unveiled the new home shirt it has designed for football club Genoa CFC for the 2025-2026 season.
Kappa said the shirt draws on “symbolism and visual elements” that embody the tradition and spirit of the club, as well as the passion of its supporters.
It said it had incorporated “deconstructed and artistically reimagined” details from the team’s badge (based on the city of Genoa’s crest, with emphasis on mythical creature, the griffin) across the design.
One eye-catching aspect of the launch is that, instead of professional models, Kappa has focused on ordinary fans for the accompanying images. Genoa CFC fans wearing the new shirt are shown in locations throughout the city.
This, according to Kappa, shows “the unbreakable bond between the city, the team and its fans”.
