The evolution of Kappa.
In 1969 in a changing social environment, a consumer need for a unisex casual wear brand arose. The founding company MCT responded. The Kappa brand was born, creating an embryonic active wear line, bearing the “omini” logo, a silhouette of man and woman. As a key communications tool, sport sponsorship was seen as a penetrating strategy for the global market. The Kappa brand again diversified, moving into sports wear and technical sports gear.
The first to sponsor an Italian soccer team, Juventus, Kappa was soon to be associated with many other of Europe’s best teams during the 1980’s: A.C. Milan, U.C. Sampdoria, A.S. Roma, Ajax A.J. The international sponsorships continued with Kappa sponsoring the US National track and field team which saw the athletes participate in Kappa team wear at the Los Angeles (1984) and Seoul (1988) Olympics and in the Goodwill Games in Moscow (1986) and Seattle (1990).
The Kappa brand today is innovative; it represents style with functionality, personifying the human element as opposed to impersonal brand icons. Sponsorship has remained an important focus and currently, the well-known omini logo can be seen on the playing jerseys of 40 top-level clubs throughout the world. Teams include the European Championship Finalists Italian National Football Federation, 2001 Italian Champions AS Roma, Feyenoord, Real Zaragozza, Blackburn Rovers, Werder Bremen, St Pauli, AJ Auxerre, Gremio, Wales National Team, Genk and Lyngby.
The Kappa product research and development team, in conjunction with input from top international players and teams developed a product range that revolutionised the world of soccer — the KOMBAT 2000.
Kombat — The new innovation
The Kombat first made an appearance at the European 2000 Championship as the official uniform of the Italian National Soccer Team. The new shirt that changed the concept of competition clothing is made from a bi-elastic fabric with a polyamide, lycra combination. The materials are anti-microbial and stain resistant, featuring moisture transfer properties, allowing the fabric to breathe and has improved drying characteristics that enhance the athletes muscular strength and endurance. The lycra provides extra stretch, which prevents players from being stopped from shirt pulling and with multi-panelling provides for an optimum fitting result.
The success of the Kombat 2000 has been paramount. On the field the under 21 National Italian Team won the 2000 European Championships proudly wearing their Kombat jersey, the Italian National Team reached the final of Euro 2000 in Kombat and AS Roma won the 2001 Italian Championship, in Kombat.
The collections of Kappa and Robe di Kappa are available online at www.kappa.com.
The Kappa and Robe di Kappa trademarks are owned and managed by the publicly listed company BasicNet S.p.A, of Turin, Italy.