Napoli promote their 'Nápoles' away shirt while the team

Napoli promote their 'Nápoles' away shirt while the team sit tenth

The club's new social video, 'Albiceleste Napolitana', arrives as the side match the worst 11-game start of the De Laurentiis era and the Curve turn on the owner.

by Rosaria CimminoFriday 13 November, 13:06 CET· yesterday

Lo stadio Diego Armando Maradona di Napoli

Lo stadio Diego Armando Maradona — Foto: Tarkus42 · CC BY-SA 4.0

Napoli have released a vertical video for their 2026/27 away shirt, named 'Nápoles', under the title 'Albiceleste Napolitana'.

It was made for social media and sits alongside the club's other Shorts. There is the series 'Il Gusto del Momento' ('The Taste of the Moment') with Caffè Toraldo, now on its third episode, with Vergara the star of the second. There is a coffee challenge between Spinazzola and Politano, a challenge between Leo and Matteo, and an advert with Socios: "For the shirt, for 2026/27. Become Fully Napoli".

The club does this kind of work well, and we have said so before. The 'Napoli 100 - Centenario' project won the SFS Award for 'Best Content Strategy', and marketing is now run by Roberto Monzani, who arrived from Inter.

But that is not the point. This shirt is worn by a team in tenth place with 15 points from 11 games. That is 9 points off the fourth place Massimiliano Allegri set as his target, and 14 behind leaders Lazio.

Those 15 points equal the lowest total after 11 games of the De Laurentiis era, a mark previously set in 2007/08. Napoli have not won in three: Juventus 2-0 Napoli in Turin, Porto 4-1 Napoli, and Napoli 1-1 Lazio at home.

A shirt to sell, a squad to rebuild

On Saturday 7 November the Curve (the hardcore ends behind the goals) displayed a banner aimed at the owner.

"Your only objective is monetary value"

The next day, at the Maradona, there were chants against De Laurentiis and a protest at the final whistle.

In that climate, every piece of content that invites fans to buy and to 'become' Napoli ends up lending weight to exactly that accusation. That is not the fault of the people making the videos. The problem is that the shop window carries on as if nothing has happened, while the club says little about what actually matters: the squad and the pitch.

At Castel Volturno (the training ground) the club promised reinforcements in January. For now, all that is known about that promise is that it is a promise.

A supporter will buy the shirt regardless, because it belongs to them before it belongs to the club. That is precisely why an evocative name is not enough.

The shirt will next be seen on the pitch on Saturday 21 November at 20:45 CET (19:45 UK, 14:45 ET), against Torino at the Maradona. It is the first home game since the protest. Until 15 November, tickets are reserved for Fan Stadium Card holders, with seats in the Curve priced at €14.