09 November 2023
Raise your hand if you’ve never heard of Kojiro Hyuga, known in the Western world as Mark Lenders. It’s a name familiar not only to fans of Japanese manga, as the character has become a true icon in both footballing and cartoon circles over the years.
Lenders is one of the stars of Captain Tsubasa, which featured on Italian TV screens for the first time in the summer of 1986, inspired by one of the most popular mangas of all time and the brainchild of Yoichi Takahashi.
The character has stuck in the memory of generations of fans thanks to his extraordinary talent, unwavering determination and iconic Tiger Shot.
Kojiro/Mark has already worn the Juventus shirt once in his career, back around the turn of the century. Now he’s donning black and white once again in the 'Tiger Shot comes back: Kojiro Hyuga x Juventus' campaign, which aims to give fans a unique experience marrying nostalgia for a childhood icon with a passion for their favourite team.
«The character serves as an opportunity for the club to break into the world of anime, proving once more that Juventus know how to constantly push the envelope and tap into other language markets», says Gianmarco Pino, Juventus Brand Manager. «The project is part of a broader approach that aims to bring Juventus closer to the world of art and culture; the goal is to engage both nostalgic fans who grew up with Kojiro Hyuga, aka Mark Lenders, as an icon in their childhood, as well as new generations of Bianconeri all over the world. It’s aimed at those who share a passion for stories from the past with a contemporary flavour»
A special limited edition shirt will be released in conjunction with the campaign, available online and in Juventus Megastore in Turin, which will be dressed up in Captain Tsubasa visuals for the occasion, evoking the atmosphere of the series.
As for the shirt itself, the front will feature a logo inspired by the anime’s aesthetics, consisting of the character's name written in kanji and the title of the campaign. Kojiro Hyuga's surname and shirt number will appear on the back, accompanied by a visual depicting the player's special ability.
Finally, in a display of their commitment to the world of anime and manga, Juventus, alongside Dsyre, the Juventus e-sports team, will take part in the Milan Games Week & Cartoomics, one of the most esteemed events for gaming and comics at a national and international level. This year’s edition is set to be held at Fiera Milano from 24 to 26 November.
