Valentina De Laurentiis Drives Napoli's Commercial Success with In-House Kit Production

Reports indicate that Valentina De Laurentiis, daughter of Napoli president Aurelio De Laurentiis, joined the club's executive board in spring 2020, taking charge of the marketing sector. De Laurentiis spearheaded the strategic decision to produce the team's kits in-house after their contract with Robe di Kappa expired.

This strategic shift initially faced skepticism within the club but ultimately proved to be a resounding success. Commenting on the move, Valentina De Laurentiis stated, “We were brave; we jumped into a stormy sea and crossed it with strong strokes. It’s certainly not easy to equip ourselves between Bangladesh, China, Turkey, and Italy, facing customs duties, but also establishing international contacts in a sector that wasn’t ours.” She added, “Anyone at the club considered it a foolish choice, but he and I together affectionately consider ourselves the 'crazy ones.' And we launched ourselves into this world.”

This decision resulted in a significant increase in sales, with 700,000 shirts sold, quadrupling previous sales figures. In the same vein, the club later established a partnership with the EA7 brand for its clothing line, as part of Napoli's ambition to “conquer the commercial world” through external production centers.