La nuova stagione di Serie A Tim sta per iniziare, ma ancora non ci sono notizie ufficiali sullo starter kit del S.S.C Napoli. Avevamo già parlato dell’accordo tra il patron azzurro e Giorgio Armani per la realizzazione delle maglie da gioco ufficiali, ma da allora non sono più pervenute notizie sui modelli, date di uscita e commercializzazione. Il Napoli negli ultimi anni è riuscito a consolidare il brand in tanti paesi stranieri, approdando anche oltreoceano. Il merito va sicuramente alle recenti e continue qualificazioni in Europa, ma con la fine della partnership con Kappa gli azzurri brancolano nel buio, gettandosi in un mercato lungimirante e rivoluzionario, ovvero l’autoproduzione, ma senza soddisfacenti feedback da parte della società. Gli eventi organizzati durante i ritiri, infatti, sono occasioni imperdibili per accelerare la distribuzione dei prodotti ufficiali tra i tifosi di ogni dove, ma l’avventura a Dimaro si è conclusa con un grande buco nell’acqua. La squadra è approdata a Castel Di Sangro da pochi giorni, ma nei gazebo non c’è ancora nessun prodotto degno di nota della nuova stagione, se non alcune particolari magliette con rappresentazioni di giocatori e tributi a Diego Armando Maradona. Tra i tifosi cresce lo scontento, ed adesso più che mai servono chiare e precise risposte.
Ma allora, quando saranno disponibili le maglie? Come già detto, risulta difficile dichiararlo con sicurezza per via delle mancate comunicazioni della società, pertanto non ci rimane che ipotizzare uno o più scenari possibili.
La scelta più ovvia sarebbe quella di ufficializzare il kit entro la prima settimana di ritiro a Castel di Sangro, così da aprire le porte ai primi introiti precampionato, sempre premettendo che oltre alle dovute conferme arrivino anche i primi stock di merchandising negli stand. In questo caso, non escludiamo che molti tifosi, avvicinati soprattuto dalla firma di Armani, decidano di comprare immediatamente le maglie. Una mossa di marketing ideale sarebbe quella di organizzare eventi per permettere ai tifosi di ricevere autografi o foto con i giocatori una volta acquistati i prodotti, come accadeva fino a qualche tempo fa. Un altro problema da considerare è la mancanza di nuovi acquisti importanti. È infatti evidente una correlazione tra dati di vendita e mercato trasferimenti: nuovi giocatori portano nuove speranze e nuovi desideri, in particolar modo se grandi nomi. Si stima ad esempio che la Juventus ai tempi dell’ufficializzazione del trasferimento di Ronaldo avrebbe aumentato nell’anno 2019 i suoi introiti sul merchandising da 27,79 (2018) a 44,02 milioni, vendendo circa 1.315.000 maglie. È ovvio che i tifosi azzurri non si aspettino annunci di quel calibro, ma concludere il mercato estivo senza nessun acquisto potrebbe rivelarsi doppiamente controproducente.
Il secondo scenario possibile sarebbe quello di vedere il kit a partire dalla prima di campionato contro il Venezia al Maradona, e un consecutivo ulteriore investimento ci sarebbe sulle catene di distribuzione, sempre targate Napoli & partners. Con Kappa gli azzurri non raggiungevano grandi fatturati, con una media di 8 milioni all’anno, e per questo l’idea di espandersi tramite altre catene come Nike, Adidas o New Balance poteva essere interessante soprattutto per godere del loro vasto range di acquirenti nel mondo, ma gli accordi sulle percentuali non sono mai stati più di tanto graditi da ADL.
Quello dello starter kit della stagione 2021/22 del S.S.C Napoli risulta essere tutt’oggi un mistero irrisolto, ma che speriamo ottimisticamente che si risolva in tempi brevi, per evitare malumori e cadute di stile.
Francesco Maddaluno
Redazione Comete 
Chiara Chirico
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