Every football fan, as a teenager — and probably even as an adult — has dreamed of designing the jersey of their favorite team. Many have actually done it too, using techniques and software of varying sophistication. Well, now that inevitable and beautiful moment could become reality. And it’s all thanks to Lenovo, which has launched “Your Club Your Canvas,” a global initiative aimed at young creatives that brings designers, artists, and filmmakers directly into local football clubs. These emerging professionals will essentially be entrusted with the role of official creative directors for an entire season.
Yes, you read that correctly: thanks to this initiative by Lenovo, some clubs will have creative directors capable of reshaping their image. Starting, naturally, with jersey design, but extending to storytelling connected to the local area, the community, and ultimately the fans. And for so-called “provincial” football clubs, fans are a vital force.
For Italy, the club selected for the project is Treviso FBC, which recently returned to Serie C — after winning the Serie D championship — following a 13-year absence, and which famously enjoyed an unforgettable Serie A season back in 2006. The club’s new ownership and its strong bond with the local fanbase provide the perfect ground for cultivating exciting new ideas, making the partnership with Lenovo a major opportunity. Both for the club itself and for whoever will be chosen as the new creative director — the names will be announced in the coming days.
The project is part of Lenovo’s Work For Humankind platform and involves selected clubs from Brazil, China, Italy, and the United States, all united by their deep roots within their local communities. In particular: Brazil is represented by Grêmio Osasco Audax, known for supporting the growth of young people from disadvantaged backgrounds; in China, the selected club is Regimen United FC, which combines football, art, and street culture through AI-based creative workshops; while in the United States, the chosen clubs are Ballard FC and Salmon Bay FC, both active in promoting women’s football and inclusion.
As Global Ambassador for the initiative, Lenovo selected Becky G, the international pop star and co-owner of Angel City FC. She will mentor and support each creative director in designing a limited-edition jersey capable of representing the soul of the club and the people who live it every day. Lenovo and its AI-powered technologies will play a central role thanks to advanced creative tools and devices that will help creative directors share local stories, traditions, and values, transforming them into symbolic objects. Just like the new match jerseys, which will go on sale and generate revenue that will be entirely reinvested into the participating clubs and initiatives supporting local communities. In this way, the impact of “Your Club Your Canvas” will extend far beyond the pitch and the football season itself.