Neonati Atalantini is a beautiful, unique tradition specific to Atalanta, a football team named after the Greek goddess based in northern Italy. The premise is simple: every baby born within the city limits of Bergamo is delivered an Atalanta kit straight to the hospital.

For the launch of the new Atalanta kit, and to mark the beginning of the partnership between the club and New Balance, we shot a film in a hospital set that we designed, capturing the exact moment when the love of a football club is passed down through generations. You don’t always choose your club, often it chooses you. Andiamo all’Atalanta.

Concept, creative direction, styling and production: unk Studio.