Como 1907 Launches Retro Collection as Part of Identity-Driven Merchandising Strategy.

Roger Hampel

Image: Como 1907

Como 1907 has introduced a new Retro Collection, positioning heritage-led design as a central element of its merchandising and brand strategy.

The collection, inspired by key periods in the club’s history, reflects Como’s presence in Serie A during the 1950s and 1980s, combining historical references with contemporary apparel formats. The launch forms part of a broader trend in football retail, where clubs increasingly use heritage as a commercial asset to strengthen identity and drive merchandise sales.

Heritage as a Commercial Asset Como 1907

The Retro Collection is built around visual elements closely tied to the club’s identity, including the historic crest and colour palette associated with earlier eras of Como 1907.

As part of the launch, Como 1907 players have already worn pieces from the collection during pre-match arrivals at recent home fixtures.

Image: Como 1907

Retail Strategy: Blending Physical and Digital Channels

This activation strategy connects the retail product directly with the first team, using matchday visibility as a distribution channel for brand storytelling. It also reflects a growing practice across clubs, where players act as ambassadors for lifestyle collections, bridging the gap between performance and fashion.

The Retro Collection is available both at the club’s physical retail location in Como and through online channels, ensuring accessibility across local and international audiences.

The messaging around the collection focuses on identity and belonging, positioning the products not simply as merchandise but as symbols of affiliation with the club.