Italian Outfit Genoa were gearing up to launch their new kit with a photoshoot that took place in London. Kappa and Genoa’s new kit features a Cross of St. George. The cross spans the length shirt with a white backdrop, resembling the flag of England. The flag is also present on top of the club’s crest.
The new kit pays homage to a unique historical pact. The Cross of St. George, a prominent feature on the shirt, is a symbol that dates to the Middle Ages when Genoa granted English ships the right to sail under its flag for a fee.
Genoa and Kappa’s social media campaign focused on the term “It’s Coming Home” a nod to the Lionesses or the England Women’s team winning the Women’s euros beating Spain on penalties to clinch a second successive euros title.
This wonderful message was overshadowed when fans on social media spotted a tattoo of two people engaging in sexual activity on one model’s left leg.
The Kappa Genoa kit launch campaign on their Instagram is iconic… 🏴 pic.twitter.com/u5xY58WH20
— Rusty Souness (@RustySouness) July 31, 2025
The tweet was deleted by the club as soon as they found out. Many were questioning how the media team were unable to spot that tattoo.
Could the social media team have left it out to gain publicity, this blunder led to many people sharing the aforementioned post, which ended up getting them free marketing. The tattoo is very subtle and you will have to look for it in the bottom right of the image, what is not subtle though is the kit which is the centre of the picture which will grab eyeballs when they see the infamous picture.
Many people were in fact talking about how gorgeous the kit was, looking to purchase a kit from the Serie A outfit. An honest mistake or a marketing stunt, either way Genoa and Kappa will be pleased with all the new shirt sales.
