Como 1907 and adidas Launch Spezial Footwear Collaboration Anchored in Club Identity and Terrace Culture.

Roger Hampel

Image: Como 1907

Como 1907 and adidas have released a new footwear collaboration centred on the adidas Spezial silhouette, extending the club’s broader strategy of positioning itself at the intersection of football, fashion and local identity.

The collaboration introduces two editions — Como x adidas Spezial and Como x adidas Spezial Premium — both designed as lifestyle products.

Product-Led Storytelling With Local Symbolism Como 1907

The standard Spezial edition features a blue suede upper with white leather accents, a textured rubber outsole and gold detailing, including the Como club crest on the heel. The phrase Semm Cumasch, a local expression closely associated with the club and its supporters, is stamped on the back tab, anchoring the product in regional identity.

Image: Como 1907

Premium Edition Targets Collectors and Lifestyle Consumers

Alongside the standard release, Como and adidas introduced a Premium Spezial edition, retaining the core design language while adding subtle embossed phrases within the three stripes, including In Italia In Europa Nel Mondo. The Premium version also features a refined fit and a vintage-inspired sole, positioning it as a limited, collector-oriented product. This dual-tier structure allows the collaboration to address both general lifestyle consumers and niche collectors, expanding the product’s commercial reach without diluting brand coherence.

Matchday Activation as Retail Experience

The product launch was integrated into a public training session at the Stadio Giuseppe Sinigaglia, where golden tickets were placed under selected seats. Fans who found them could redeem a pair of the new shoes, blending retail activation with matchday ritual.