Sportem: "A long-term vision is the key is to becoming a lifestyle brand" (L. Adornato, Juventus)

"When changing the identity of Juventus (in 2017), we had just obtained five years of growth to reach €350m in turnover with a leading position in the Italian market, but the domestic market was not helping us to get onto the international scene where our competitors were fighting. Competition is fierce to get new fans, so we had to move our...