Swap On

In Italy football is not just a sport, it’s a lifestyle. Young Italians often play football after work and even amateurs hold on to a favourite football jersey they simply cannot play without. This PR event endorsed by (OMO) Dirt Is Good in partnership with Juventus FC aims to celebrate their everyday resilience creating the first and only ever A-series football match in which pro players are wearing the worn out jersey of their own fans. While staying true to DIG’s core values, the “Swap On” campaign seeks to inspire young adults to never give up on their passions.