Pallacanestro Cantù, SENT Retail and Cantù Arena are pleased to announce a strategic partnership aimed at developing a new integrated commercial model, with the objective of broadening the offering available to supporters, strengthening merchandising and retail operations, and unlocking new growth opportunities ahead of the opening of the new venue.
The initiative is designed to deliver an innovative offering defined by world-class services and the coordinated management of retail activities, placing the two foremost sporting brands in the region at its heart.
Sent Retail, the fashion and lifestyle affiliate created by the group behind Como 1907 will manage the operations will contribute its expertise to support the development of Pallacanestro Cantù's official merchandising range and the creation of a new dedicated e-commerce platform for the sale of official Club merchandise. This shared journey will run alongside the completion of the new Cantù Arena and culminate in the opening of an official retail store within the facility — a space conceived to offer fans of Pallacanestro Cantù and Como 1907 an innovative and engaging shopping experience.
Alongside, a new merchandising strategy will be developed across three dedicated lines - Performance, Heritage and Lifestyle - with the aim of expanding the official range, celebrating the Club's biancoblù history, and presenting a collection designed for both on-court performance and everyday wear, including a dedicated collections, limited-edition capsule releases to mark the Club's 90th anniversary.
The first tangible step of the collaboration is the appointment of a shared technical partner. Pallacanestro Cantù is therefore delighted to announce that Adidas will serve as the Club's new official kit supplier.
This strategic decision reaffirms the Club's commitment to seizing new opportunities for growth, both on and off the court, as it looks ahead to the imminent opening of the new Cantù Arena - a landmark moment set to represent a turning point in the Club's future and to further strengthen its ambitions and international standing.
The partnership with Adidas - one of the most iconic names in world sport - also marks the return of a historic brand to Cantù. Adidas previously accompanied the Club during some of its most memorable eras in the past, helping to write some of the most celebrated chapters in the Club's biancoblù history. A bond that is now renewed with the ambition of forging new projects and championing the very best that the region has to offer.
A further milestone in the rebranding journey undertaken by Pallacanestro Cantù, with eyes firmly set on the future.