When the Club Becomes the Brand
From 2027/28, Como plans to take kit production in-house, leaving the traditional sportswear manufacturer model behind.
Normally, a football club changing its technical sponsor is hardly news. Adidas replaces Nike. Puma replaces Macron. Erreà replaces Adidas. The logos change, the contract changes, and the shirts change with them.
But Como 1907 is doing something considerably more interesting. After the end of its Adidas partnership in 2026/27, the club plans to bring the production of its kits and technical apparel in-house, beginning with the 2027/28 season.
That changes the story completely.
Como is not simply looking for another manufacturer. It is looking to become one. The decision comes as part of the club's broader commercial strategy and its so-called Multi-Club Servicing model: developing expertise, products and infrastructure in Como and then potentially offering that knowledge and service to other football organisations.
And perhaps the most important detail is that this does not come out of nowhere. Rhuigi Villaseñor, founder of luxury streetwear label RHUDE, is a minority shareholder of Como and the club's Chief Brand Officer. His role is to develop Como beyond football, across fashion, lifestyle, consumer products and culture.
That makes the move into in-house sportswear far less surprising.
Como has already been experimenting with the space between football and fashion. Its RHUDE collaborations turned the shirt from a piece of teamwear into a luxury product, while the newly launched RHUDE 4 FANS is designed as a scalable platform that can create premium fanwear for other clubs as well.