In 1913, Parma Calcio was born, built around local players from the Verdi Foot Ball Club to honor the 100th anniversary of the birth of Parma native Giuseppe Verdi. Not long after, lawyer Ennio Tardini envisioned the stadium that still bears his name and launched the ‘Crociato’ phenomenon on a national scale. After years of highs and lows, Parma Calcio is enjoying a moment of renewed stability in which its connection to art flourishes. That connection runs deep in Parma Calcio, reflected in their ties to Giuseppe Verdi, whose Aida echoes through the stadium as the team takes the field. It’s a relationship celebrated in the new PUMA Third Kit, designed with this pedigree in mind and revealed in the stunning Sala del Ridotto of Teatro Regio.

The kit’s yellow symbolizes the passion and everyday life of Parma. It’s musical, like the spirit of a city, and it is currently drawing fans from everywhere for the festival dedicated to Verdi, the most performed composer in the world. Now, Parma’s musical legacy will be showcased on Serie A pitches. The kit’s design also honors history, featuring a logo that celebrates Tardini Stadium’s centennial, which is being commemorated this season. The unveiling of the kit, making its debut during Parma-Cagliari, was more than a simple presentation—it was a journey through culture and sports, emphasizing the creative heartbeat of a city where the lines between opera and the beautiful game bleed together.

We explored these themes with Parma owner Kyle Krause and Teatro Regio executives Luciano Messi and Dario Montrone, who joined footballers Matteo Cancellieri, Giada Pontini, and Elena Michele on stage in the Sala del Ridotto. The Third Kit will also be worn by Parma’s women’s team and the ‘crociato’ youth sector.

RESPECTING SPORTING AND CULTURAL HERITAGE – KYLE KRAUSE, OWNER OF PARMA CALCIO

“I think this is a fantastic connection. Parma Calcio, Teatro Regio, and their long history of excellence all look toward the future, and now we can think about that future together. We’re committed to a long-term relationship that’ll keep us deeply involved in the city and the community, allowing us to experience Parma’s social scene fully. It would’ve been easy to come here, assuming I had all the answers. But I know I don’t, and I understand how important it is to respect Parma and its rich history.”

A NEW THEATER WORLD – LUCIANO MESSI, SUPERINTENDENT OF TEATRO REGIO DI PARMA

“This partnership is a beautiful union of two iconic symbols of our community, each with a deep-rooted tradition. We can’t take that for granted, though, and I want to emphasize that. I believe theater shouldn’t live in its own bubble. It has to be part of society, part of everyday life. It needs to be present and connected to the best aspects of society, like sports and, in Parma’s case, Parma Calcio. Countless figures connected to Parma have passed through this theater. Take, for instance, the great Nevio Scala. As we look to the future, I’m convinced that we shouldn’t underestimate the interest new generations might have in a place like Teatro Regio. When we hosted Bonny and Bernabé for the jersey shoot, they were full of questions. Parma Calcio has a clear sense of social responsibility, and we share that vision—we’re the only theater in Europe with an ethical manifesto.”

FOOTBALL AS A WORK OF ART – DARIO MONTRONE, MARKETING MANAGER OF TEATRO REGIO

“Our collaboration with Parma Calcio began because we see football as an art form. The performance of a footballer is a lot like that of a singer; it requires physical effort and precision. The fact that many theatrical terms have found their way into football isn’t a coincidence. Think of one of the most common: the conductor, who has become synonymous with the manager in football. If we really look at this parallel, we can focus on the concept of ‘keeping time’. A conductor has to manage the sound of 80 musicians, just like a coach directs the movements of the entire team. Each musician needs to keep time to stay on track—just like a defender making a diagonal run or a striker staying onside.”