How to present official home kits: our international approach to sports communication

At Creative Intelligence, we have a clear vision: sports communication should never be limited to describing a jersey or a season, but must build a perception, an image, and an emotion. For this reason, for the sports clubs that choose to rely on us, we adopt the same strategies and tools used by major national and international clubs, convinced that even local clubs have the right—and the opportunity—to present themselves with the same strength and authority.

For us, image is a universal language. A team speaks not only through its results on the pitch, but also through the story told about it: from visual content to the management of digital platforms, from online fan engagement to official merchandise. Each element contributes to building the overall perception of the club and strengthening its connection with the community.

We work on the image to generate value

When a club decides to unveil its official kit, it's not just about showing off a new uniform. It's about expressing a symbol of belonging, a sign of identity that unites fans and players with the local community. It's a moment that goes beyond sport: it becomes a narrative, a culture, a shared legacy.

Our job is precisely this: creating a visual and communicative context that enhances these aspects. We don't just "take photos," but we build a strategy in which every detail—the choice of location, the lighting, the direction of the shoot, the tone of the communication—contributes to strengthening the perception of the team as a brand and a community.

What we did for the launch of the Virtus Palese Home Kit

We put this approach into practice in the presentation of the new 2025/2026 Home Kits for Virtus Palese, the Bari-based football club we follow closely every day. From the outset, we chose to connect the new kit to the local area, identifying a location that would highlight the club's colors and convey the club's identity in a recognizable and meaningful context.

The photo shoot was conceived as a visual story: each shot had to not only showcase the jersey, but evoke the pride of wearing it. The choice of details, the framing, the play of light—everything was carefully considered to make the kit a living symbol, not just a technical garment.

E-commerce Virtus Palese

The photographic material produced became the true heart of communication throughout the month of September. Not only did it support the team's official presentation and social media campaigns, but it also played a central role in building Virtus Palese's digital identity.

This year, we also supported the club in a key step: the launch of its new official e-commerce site. Here, the images of the home kits are not simply a visual aid, but become the driving force behind sales and brand awareness. The online catalog represents a direct link between the team and its fans, offering everyone the opportunity to purchase the new kit and feel an active part of the community.

With our sports communication services, your club looks beyond

Our work with Virtus Palese demonstrates how sports communication can be a powerful tool, even for a local organization. You don't need Serie A stages, unlimited budgets, or millions of followers: you need care, professionalism, and the understanding that image is the primary vehicle of perception and value.

For us at Creative Intelligence, sport is storytelling, identity, and belonging. It's how a team presents itself to the world, on and off the field. And this is the spirit we brought to the Virtus Palese project: telling the story of a jersey as if it were a story, giving the team the tools to grow, and offering those who love their team the opportunity to identify with it, be excited, and feel part of something bigger.

Complete photo shoot by ANDREAVENEZIANO.IT

Find out what we have done for VIRTUS PALESE CALCIO