Panini celebrates its community with the new commercial created by Industree Hub

The new TV commercial launching the Panini Calciatori 2025 - 2026 Album, created and produced by Industree Hub, has been on air since November 23rd.

A comeback that echoes history and collective emotion: the commercial is actually a remake of an ad created by Industree Hub years ago, reinterpreted today with a contemporary twist to speak to a community that continues to grow, generation after generation.

The concept, titled "Show who you are" ("Fai vedere chi sei"), centers on the sense of belonging that has always driven the world of Panini Calciatori. Not just a collection, but a vast community of people united by the same gesture, the same enthusiasm, and the same language made of swaps, smiles, and stickers.

Embodying this spirit is the bicycle kick ("la rovesciata"), the iconic move that has represented the collection for decades and sums up its most authentic values: freedom, creativity, passion, and uniqueness. It is through the bicycle kick that every collector "shows who they are" – recognizing themselves in a shared symbol deeply rooted in the DNA of Panini and everyone who shares this passion.

Around this gesture, Industree Hub builds a narrative that highlights the brand's powerful identity: Panini as a meeting space, a generational language, and a bridge between past and present, between those who grew up with the album and those discovering it today for the first time.

"We reinterpreted our historic 2009 commercial, keeping its spirit intact while updating its language, pacing, and visual style," explains Massimo Rontani, Creative Director at Industree Hub. "The bicycle kick is the common thread connecting all generations of collectors, a gesture that represents the freedom to express oneself and to belong to something bigger: the Panini community."

"Every year, the release of the Calciatori Album renews a collective ritual that unites millions of people. With this commercial, we wanted to convey not just the magic of the stickers, but also the value of being part of a community that shares the same passion, the same emotion, and the same symbol: the bicycle kick," comments Martina Limoni, Italy Collectibles Market Director at Panini. "It is a gesture that for over sixty years has represented our identity and that of everyone who enthusiastically continues to collect Calciatori and identify with Panini."

The result is a collective story that renews the bond with collective memory and reaffirms the brand's iconic strength within the Italian sporting and cultural landscape. Because where passions live, Panini is there. And it shows.

The commercial has been on air since November 23rd on major national television networks and the official social media channels of Calciatori Panini, ensuring a wide and cross-generational reach.

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