Traditionally, the elite of world football turn to global giants like Nike, Adidas, and Puma to kit out their stars. But in 2021, Napoli decided to rewrite the rules. When their deal with Kappa ended, the club took kit production in-house, signalling a new era for one of Serie A’s most distinctive clubs.

Under owner Aurelio De Laurentiis, Napoli have never been content with the ordinary. Their partnership with EA7, the sportswear line of luxury fashion house Emporio Armani, was another creative move for an audacious club. If PSG’s Jordan collaboration married sport and streetwear, Napoli went a step further: Italian luxury, on and off the pitch, wrapped in an innovative distribution model that puts the club in control.

How does this new model work?

Enter Ono, an Italian e-commerce and logistics platform. By handling online sales, fulfilment, and global distribution, Ono allows Napoli to bypass traditional sportswear networks, selling kits straight to fans worldwide. The result? Higher margins per sale, even if total volume doesn’t necessarily match a Nike- or Adidas-style deal.

Napoli’s unique tribute to ‘El Pibe de Oro‘, the ‘Golden Boy‘ of Naples

Financially, the numbers may seem unimpressive: the Armani deal is worth £9–10 million per season as of 2025/26, slightly above the £7–9 million range Napoli earned from Kappa, but significantly less than some of their European peers. But the real value lies beyond pounds and euros, it’s in brand, identity, and global prestige. Armani isn’t just about luxury; it’s about cultural capital. Special kits like the Maradona tribute and the “Face Game” designs have created buzz far beyond football. The partnership’s renewal shows that De Laurentiis and Napoli see a winning formula, combining sport, style, and strategy.

It hasn’t all been smooth though. Some special editions, most notoriously the Valentine’s Day kit, have been widely ridiculed, even named the worst kit of 2023 by Footy Headlines. Fans have also complained about too many shirt options, limited availability, and the quirks of Ono’s global distribution system. Kit quality has also sparked debate. Armani’s first steps into sportswear haven’t always hit the mark.

Napoli’s 2023 Valentine’s Day kit left fans divided

Napoli’s Armani–Ono strategy though is more than a kit deal; it’s a statement. By taking control of design, distribution, and branding, the club has carved out a unique identity in the football world. Revenue is solid, fans are engaged (even if occasionally frustrated), and Napoli’s global profile has grown. In a game dominated by Nike, Adidas, and Puma, Napoli have shown that bold thinking and a touch of Italian style can change the rules of the game.

What do you make of Napoli’s stylish approach?