JUVENTUS / ADIDAS / FANATICS

Turn sports fans into shoppers with live shopping

CHALLENGE

A challenge familiar to many major football clubs: how to deepen fan engagement while driving direct merchandise sales in an increasingly digital-first world. Traditional online stores and static e-commerce pages were no longer enough to capture the attention of a global fanbase that expects real-time interaction and immersive experiences.

With competition across sports and entertainment rising, Juventus needed to find a way to turn everyday shopping into a live, social moment that could emotionally connect supporters with the club’s lifestyle products. The club also faced the broader challenge of integrating commerce with content in a way that felt natural rather than forced, while ensuring that fans could effortlessly purchase official gear during a live broadcast.

SOLUTION

On November 5, 2025, Juventus addressed this challenge by launching its first official Live Shopping event in collaboration with Fanatics and adidas, with interactive support from Smartzer - marking Italy’s first live shopping activation by a football club.

Streamed directly from the Juventus Official Online Store and Creators Lab by INDACO, the 90-minute event blended exclusive content, behind-the-scenes product storytelling, and real-time commerce, allowing fans to view and purchase items from the new LFSTLR collection instantly during the broadcast.

By leveraging Fanatics’ global digital merchandising capabilities, INDACO live stream filming expertise, adidas’s product expertise, and Smartzer’s interactive shoppable video technology, Juventus transformed the fan experience into a dynamic, emotionally engaging stream where storytelling and shopping happened in the same moment, driving enthusiasm, boosting direct engagement, and creating a template for future digital fan interactions.