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Italy’s Ferdinand Thermos Cup: ‘The new thing’

The new thing?

Thermos Cups, it seems, have become a hot topic in Italy.

The cup, which was introduced by Juventus in the 2014-15 season, was meant to be a symbol of the nation’s pride in sport, with players, coaches and the media often sharing photos and video of the cups being used by players and supporters.

But the brand’s popularity and the fact that the cups were sold by Italian manufacturers has seen its popularity skyrocket, with the first set being sold for €2,000 ($2,800) in Milan last summer.

As part of the deal with the manufacturers, Juventus agreed to sell up to 20 Thermos cups a week to a certain number of retailers for the duration of the 2017-18 season, the official Italian football website Tuttosport reported.

“It’s a new thing for us,” Juventus coach Massimiliano Allegri told reporters, adding that he was convinced that the brand would grow.

“We’ve made an investment [to sell them], but it’s not a one-year deal,” Allegri added.

The brand has since expanded to other cities, including Turin, Rome and Milan, and it is set to be introduced in the U.S. in the summer.

In the first season of its U.K. rollout, the Thermos cup was sold to two local retailers for €1,000 per week, with another 30 to be sold in the coming weeks.

The first Thermos set sold in Italy for €15,000 in May, and there are now 20 in Italy, as well as a limited run of 10 Thermos sets in the United States, according to Italian website Turin Football.

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