Benetton brings sport, heritage and off-field fashion together through its new ‘United We Stand’ campaign and Rugby capsule collection.
TCF POST Report
TREviso, September 28, 2026 — United Colors of Benetton is renewing its partnership with Benetton Rugby for the FW26 season, placing players from the Treviso club at the centre of its new “United We Stand” campaign. The initiative connects the brand’s fashion identity with rugby, focusing on authenticity, individual expression, connection and team spirit.
Shot by British photographer, publisher and director Rankin, the campaign moves beyond a purely athletic narrative to highlight connection and belonging. Its visual story combines portraits with a group image featuring athletes from different generations of Benetton Rugby, including players from the Leoni and Pantere teams and younger prospects.
The campaign features Michele Lamaro, Lorenzo Cannone, Alessandro Izekor, Leonardo Marin, Giulio Marini, Matilde Romersa and Silvia Sperandio, alongside young players Giacomo Falchetto and Giulia Caldato.
Alongside the campaign, Benetton is launching a new Benetton Rugby capsule collection designed for both the general public and the team’s players. The collection extends the club’s identity into the players’ off-field wardrobes, creating a closer connection between Benetton fashion and the rugby brand.
The centerpiece is a polo shirt, one of Benetton’s signature garments, reinterpreting two archival designs from 1989 and 1995 with a contemporary treatment and a range of colours. The capsule is completed by T-shirts, a green-striped half-zip sweatshirt and a bucket hat, with the Benetton Rugby logo and the club’s lion motif incorporated across the range.
The capsule will be available at selected United Colors of Benetton stores in Italy and international markets, as well as through Benetton.com.
The collaboration draws on a long association between Benetton and rugby in Treviso. Benetton Rugby was founded in 1932, while Benetton Group acquired the club in 1979, beginning a period of development that helped establish it nationally and internationally. The company says the club is now among Italy’s most successful teams and remains active in major international competitions.
According to Benetton, the club’s honours include 15 Senior League titles, four Italian Cups, two Italian Super Cups and one Guinness PRO14 Rainbow Cup.
For the fashion industry, the FW26 project places particular emphasis on the crossover between sports identity and everyday clothing, using a heritage-led product such as the polo to connect archival Benetton design with contemporary rugby culture. The campaign also extends the brand’s storytelling from the playing field into lifestyle and off-field fashion.
