Juventus Forward, the Juventus club's programme for innovation is born

Juventus' is a programme through which the Bianconeri club wants to enhance its approach to innovation in sport, flanking interesting tech projects for the sector with partnerships, communication campaigns aimed at young people, open innovation and calls for ideas. The novelty is that the various initiatives in the field have been brought together in a single container - Juventus Forward - which aims to become the brand for innovative projects at Juventus.

The Juventus Forward programme, coordinated by Carolina Chiappero, Juventus Innovation Manager, aims at the interaction of the company with the innovation ecosystem represented by institutions, start-ups and accelerators. "We have approached Innovation with a structured approach," explains Chiappero, "starting from a framework to the definition of the various objectives, first of all that of translating ideas into value, such as the application of new technologies to the world of sport, from performance to business, then that of positioning Juventus as a company attentive to change, and finally the introduction of a true culture of innovation. Forward is the fusion of the Club's two souls, the corporate and the sporting (Sport Science and R&D)'.

The Juventus world's focus on innovation does not begin today. Collaboration on the i-BrainTech project, a 'like' video game controlled solely by brain impulses, for example, earned Juventus and Carolina Chiappero the Innovation of the Year award at the Social Football Summit 2023. The company's goal, through the development of iBrain Tech, is to test a technology that can have a positive impact on the recovery process of injured players and to raise the athletic performance of athletes on the field. Cognitive training is in fact a new frontier to be explored for the improvement of sports performance, an approach that is set to revolutionise the way players and staff approach daily training sessions.

Among the strategic partnerships put in place by the company is the one with SporTech WesportUp, Accelerator of the CDP National Network dedicated to Sport & Wellness. To which is now added the partnership with Huware, Cloud consulting Company, which will be presented at the Google Cloud Summit in Milan, with the aim of developing use cases for the application of Artificial Intelligence from performance to content to accelerate digital innovation in sport.

Wellbeing, the quest for mental and physical balance, was the theme at the centre of the latest collaboration between the Juventus club and H-FARM College. "We experimented," Chiappero explains, "with forms of open innovation capable of involving young people. A challenge designed to allow youngsters to think outside the box, to go beyond the playing field to devise, model and plan a new and unprecedented way for GenZ to interact with the Club. From this "call for ideas" was born the podcadst series "Stories of Strength" a new podcast launched by Juve and dedicated to the importance of mental strength. Juventus and H-FARM then gave continuity to their collaboration, which began with the "Beyond The Pitch" challenge, with other activities such as a "Storming Pizza", an event during which the start-ups present - Kama, Pic roll, GymHomies, Sporwig and Unforged - shared their project.