In a footballing world increasingly saturated with digital noise, Modena Football Club and their kit partner New Balance have struck a powerful, analogue chord, publishing a beautifully-crafted, 36-page print magazine dedicated to the club’s loyal tifosi.
The project, masterminded by the creative agency Unk, is more than just a nostalgic nod to the golden age of fanzines. It’s a statement of intent – an intimate, innovative celebration of a fanbase that forms the beating heart of a club on the rise in Serie B. With fashion-forward flair and heartfelt storytelling, the publication is as much art object as matchday memento.
Modena, better known globally for Ferrari and balsamic vinegar, is asserting itself as a footballing city too. Under the watchful eye of owner Carlo Rivetti – founder of the iconic Stone Island brand – the club has been pushing boundaries on and off the pitch. Rivetti himself pens the magazine’s foreword, setting the tone for a project that intertwines football, fashion, and community.
What follows is a series of vignettes capturing the soul of the Modena faithful. There’s Camillo, a ten-year-old academy player with dreams of donning the Canarini shirt at the Stadio Alberto Braglia. Edo, 15, who stands on the curva with his best friend, week in, week out. Bruno, a Brazilian by birth, now a fully adopted son of Modena. And Michele, a lifelong supporter, photographed alongside his pregnant partner Chiara as they await their new arrival; no doubt a next-generation Modena tifoso.
These personal narratives are elevated by the stunning photography of Paolo Zerbini, whose lens blends high fashion aesthetics with street-level authenticity. His portraits are intimate, his city scenes evocative, creating a visual dialogue between the fans and the place they call home.
But the real stroke of genius came in the magazine’s launch. Ahead of the February clash with Spezia, a local newsstand – run, naturally, by a Modena fan – was transformed into a one-day-only distribution hub. Fans flocked to pick up free copies, snapping photos in the unseasonably warm winter sun.
Front and centre was 60-year-old Massimo, the cover star and owner of Bar Tiffany, a cornerstone of Modenese football culture. He handed out gnocco fritto, poured coffee and Lambrusco, and signed copies like a local celebrity—which, in Modena, he very much is.
This wasn’t just a magazine – it was a tribute to the community, thoughtfully designed and joyfully shared. In an age where fan engagement is often reduced to tweets and algorithms, Modena FC reminded everyone that the real magic still happens in print, in person, and in the heart of the city.
A huge thank you to Tom Gorton for sorting us out with a copy of I Canarini.
Calcio England 