Juventus reportedly lost their stripes due to American marketing

Juventus unveiled their new 2019-20 home kit on Sunday to very mixed reactions due to a controversial move away from the traditional striped design.

Source: AAP

The new kit, manufactured by adidas and debuted by the team against Roma in Serie A on Monday, is half black, half white in block colours rather than stripes.

There's also a stylish nod to Juve's first ever pink jersey with a thin pink line straight down the middle of the front.

But what will undoubtedly anger the traditionalists is the reported reason behind the lack of stripes: trying to appeal to the American market.

Football Italia report the style change was made after market research showed Juve kits weren't selling well in the United States because Americans associate black and white stripes with referees and umpires, and the uniforms they wear, in American football, basketball and baseball.

The Turin-based club said on their website: "It is an invitation to fans to embrace a new thought. Different. But always, deeply, Juventus."

The Old Lady of Italian football are no strangers to radical modernisation. Two years ago they ditched the traditional club badge in favour of a stylised letter 'J'.

Love it or hate it, the new kit design is only for a season - not permanent.