UNITED COLORS OF BENETTON AND BENETTON RUGBY TOGETHER FOR FW26

The new campaign goes beyond the purely athletic narrative to celebrate the value of connection and belonging.

Treviso, 28 September 2026 – For FW26, United Colors of Benetton is renewing its partnership with Benetton Rugby and has chosen the players from the green-and-white club to star in the new United We Stand campaign – a project rooted in the belief that sports embody the brand’s core values, such as authenticity, individual expression, connection, and team spirit.

The story is told through the lens of Rankin, one of the best-known British photographers, publishers, and directors on the international scene. “From groundbreaking campaigns that changed advertising forever to a legacy built around color, culture, and community: Benetton has always stood for something bigger than clothing. This campaign is about bringing that spirit to a new generation. Fashion with feeling, sport with soul, people with personality,” explains Rankin.

The campaign features athletes from different generations of the Benetton Rugby Treviso team, including members of Leoni and Pantere, as well as young prospects. The visual narrative is composed of a series of portraits and a powerful group shot which captures the determination of the male and female players together with the drive of the younger generations. It is the most authentic representation of a diversity that unites, inspires, and creates value. The campaign features captain Michele Lamaro, Lorenzo Cannone, Alessandro Izekor, Leonardo Marin, Giulio Marini, Matilde Romersa, and Silvia Sperandio, along with promising young players Giacomo Falchetto and Giulia Caldato.

The project also includes the new capsule collection dedicated to Benetton Rugby, designed for both the general public and the team’s players. The garments become part of the players’ off-field wardrobe, accompanying them in their time away from the field and creating another point of connection between Benetton’s identity and that of the club.

The key piece of the capsule collection is the polo shirt, an iconic garment at the heart of Benetton’s DNA, which reinterprets two archival designs from 1989 and 1995 with a contemporary twist and in various colors. Rounding out the collection are T-shirts, a green-striped half-zip sweatshirt, and a bucket hat, all featuring the Benetton Rugby logo and the iconic lion. The capsule collection will be at select United Colors of Benetton stores in Italy and abroad, and online at Benetton.com.

Rugby has always been one of the most authentic pillars of the Benetton universe and of Treviso. Founded in 1932, the club entered a new phase of growth with the Benetton Group’s acquisition in 1979, gradually establishing itself on the national and international stage. Today, Benetton Rugby is among Italy’s most successful clubs and continues to be a leading force in major international competitions. With 15 Senior League titles, four Italian Cups, two Italian Super Cups, and one Guinness PRO14 Rainbow Cup, the club carries on a long tradition of athletic excellence, built on commitment, discipline, and team spirit.

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Press Release (Italian)

Press Release (English)