The Serie A Champions’ new 2012-13 kits will feature the slogan “30 sul campo” (30 [won] on the pitch) under the crest. This is instead of the predicted third star which would have denoted the same claim regarding number of Scudettos.
According to official Serie A records, Juve only have 28 titles as they were stripped of two (2004-05 and 2005-06) due to the Calciopoli scandal. The Bianconeri still believe they earned all the championship wins and were expected by many to add another star to the shirt to celebrate their victory in 2011-12.
In fact, Juve will not have any stars on the shirt next season.
Juventus commercial director Francesco Calvo confirmed the news, stating: “For weeks, we’ve heard several discussions about the possibility of displaying the third star on our shirt. The discussion involved various people having various opinions, from journalists to authorities, and Juventus didn’t take part in this argument because they know that only the club and its fans can define our identity.
“Our shirt must represent Juventus and its people. This is the reason why the League granted the option to have no star.”
Juve do have three stars on their stadium and headquarters’ façades but may have risked punishment from the Italian Football Federation and Italian League if they had put them on their shirts, as these details are allocated officially.
Calvo also confirmed that the 2012-13 Away kit, made by Nike, will be black.