C.P. Company FW025 – „Sportswear, Not For Playing In”
The new C.P. Company campaign with the slogan “Sportswear, Not For Playing In” is a statement for every fan of football culture. It’s not just another collection drop - it’s a story about the power of style that carries the stadium spirit into everyday life. The title might sound like a paradox, but the message is clear: these clothes are made for the streets and the stands, where we show who we belong to. In the FW025 campaign, sportswear becomes almost like armor - part of daily rituals and a symbol of unity.
Sporting spirit in a civilian uniform
C.P. Company has always treated clothing as a cultural code. The brand was founded by legendary designer Massimo Osti, who in the 1970s already saw that a jacket or sweatshirt could be more than just a technical garment. Instead of pure functionality, he focused on the wearer’s identity - their club, their story, their belonging. The latest campaign continues that idea. C.P. Company garments - known for their signature goggle hoods and military-inspired cuts - have come a long way from the pitch to the city streets. Today the brand reminds us that every supporter wears their colors all week long.
Rituals from dawn till dusk
The FW025 campaign video takes us through the rhythm of a match day: from Monday morning duties, through Friday nights with mates, to the Saturday buzz before kickoff and the Sunday talks after the game. The streets fill with people wearing Goggle Jackets and D.D. Shell puffers - brand icons refreshed with new details. The campaign speaks with one voice: no matter which team you support, the language of style and rituals is shared. C.P. Company recreates the moments of greeting on the terrace, high-fives after a goal, and walking home together when the weather turns rough. It underlines the expressive power of clothes that protect, uplift, and unite.
Together beyond the score
Beneath its sharp look, the campaign carries a universal message: identity and unity matter more than the final score. C.P. Company brings people together from all walks of life, because from Glasgow to Milan everyone understands this style. Casual fashion was born on the terraces - that’s where the culture of wearing premium brands and club-inspired pieces beyond the stadium started. FW025 celebrates that heritage, nodding to old classics and functional details like carbon buttons and military cuts, but reimagined in a modern urban form. Every piece in the collection becomes a signature mark.
More than fashion
The new C.P. Company campaign delivers emotions that go beyond the outfit. Everyone who puts on these clothes knows it’s more than fashion. It’s a statement of belonging - a story that continues every season. Each person carries their own chapter, from Monday’s daily grind to Saturday’s stand battles. With FW025, C.P. Company reminds us that our clothes are a “uniform” to defend the values that unite us - in everyday life, in the hearts of fans, and in the memories shared across generations.
