Reimagining the Kit Launch: Mercury 13 Debuts F.C. Como Women’s 25/26 Jersey with an Intimate Luxury Experience at Bulgari Hotel
Supported by Avery Dennison, the connected jersey activation merges heritage football aesthetics with next-gen digital storytelling. A limited run of the F.C. Como Women Nike 25/26 jerseys are available for pre-order at shop.comowomen.it
In a bold reimagining of the traditional football kit launch, Mercury 13, the pioneering multi-club ownership group in women’s football, unveiled the F.C. Como Women Nike 25/26 home and away jerseys with a one-of-a-kind luxury activation held at the Bulgari Hotel, in London.
The private, appointment-only experience welcomed a select group of journalists, cultural tastemakers, and fashion insiders into a bespoke, Italian-inspired salon to preview the new kits ahead of their official release. In partnership with Avery Dennison, the event introduced the first-ever “connected” F.C. Como Women jerseys — limited to just 10 pieces globally — blending physical craftsmanship with digital innovation.
Each jersey featured Avery Dennison’s embedded NFC technology, transforming the piece into a truly connected object. With a single tap of their smartphones, guests unlocked a personalised microsite that grants season-long access to all F.C. Como Women home matches — positioning the kit as both a collector’s item and a real-life ticket. The experience seamlessly merges fashion, fandom, and functionality, reflecting the future of how supporters engage with their clubs.
“This wasn’t about unveiling a jersey. It was about creating a moment that reflects the ambition, sophistication, and cultural weight of the women’s game,” said Victoire Cogevina Reynal, Co-Founder of Mercury 13. “The F.C. Como Women brand is built on innovation and legacy — this launch brought that ethos to life.”
The 10 guests, which included journalists and influential voices across sport, fashion, and culture — were invited into a private suite for a white-gloved unboxing and optional tailoring of their jersey, complete with monogramming, champagne, and Italian pastries. The immersive setting evoked the tradition of fine leather goods ateliers, with F.C. Como Women’s black-and-white branding woven into every detail of the event.
This activation also served as a teaser to a major Nike-led campaign launching August 13. Nike, a founding partner of F.C. Como Women shot the global campaign on location in Lake Como, capturing the intersection of local heritage and elite performance.
F.C. Como Women, acquired by Mercury 13 in March 2024, is the first club in the group’s growing portfolio to undergo a full-scale rebrand and strategic transformation. The jersey’s design — rooted in classic Italian tailoring with modern, minimalist lines — is a visual expression of the club’s evolution and future-forward ambitions.
The activation marks a defining moment for F.C. Como Women and for women’s football at large — bridging luxury, innovation, and sport at a time when global attention is squarely focused on the recent success of the Women’s Euros and Italy’s historic run in the tournament.
You can pre-order your jersey now on shop.comowomen.it. Extremely low quantities available.
Please note the 10 connected jerseys unveiled during our launch event are exclusive to that experience and will not be made available for sale.