The Jj plan was based on recognising we'd continue to fall further behind EPL teams, PSG, BAYERN and Madrid financially because Italy refused to modernise even after seeing how well it worked for us.
So the plan was to maximise prestige and profile of Juventus itself. Part of that was to mould it into a lifestyle brand and not just a football team and on the pitch to finally win the Champions League again, which was AA's real dreama. Super League was also a way to drop the calcio baggage and grow our wallet.
The logo was made more like a fashion brand and not a football crest, and we signed Mr Champions League for 100m, which also then directly raised our profile. The logo thing bailed because regardless of how it looks it's still a football logo and football fans are far too partisan. Signing Ronaldo wrecked the team and the ideology it was based on.
What we should have done is focused on being a football team, and market us along the lines of the Juve DNA: grinta and fino alla fine. Rappers make platinum records talking about rags to riches through sheer hard work: that angle sells ffs. We're not a luxury club we're one that wins not even because we have the best team on paper, but because we work harder than the other guy.
It shouldn't have been about polo shirts to wear in overpriced nightclubs to celebrate success, it should have been gym gear, work suits etc. Stuff you wear while you're hard at work pushing yourself to the limit in pursuit of victory. Ronaldo ironically is the embodiment of this attitude but the management was actually doing the polo shirt thing instead of soberly keeping their noses to the grindstone and dropped the ball big time.
Only now do we look like getting back to where we should on the pitch, but we're doing it in a way that has captured the essence of the club. When we win the Champions League this cycle it will be with the Jj logo, fulfilling AA's dream but doing it the right way not the misguided half-baked scheme he cooked up. We will win it not by celebrating or by being premium but by hard work and refusing to give up. Until the end.