It has been a tough few years for Juventus fans who have grown used to success but new manager Thiago Motta has set about revitalising the squad with the aim of bringing the good times back and restoring the club's reputation at home and abroad.
Juve finished third behind champions Inter Milan and AC Milan last season to secure their return to the Champions League following a year's absence.
However, after winning nine consecutive championships between 2012 and 2020 their main objective is to win Serie A for the first time in four years.
Motta, 41, has already proved himself in the dugout during a two-year spell at Bologna, leading them to Europe's elite club competition for the first time in 60 years.
Along with closing the gap with their Milan-based rivals, Motta's mission is to bring joy back to the stands.
"I want a proud and happy team after every game. This means we have given our best, this is what I want to see every time," he said during his first press conference as coach.
Juve's problems off the pitch have contributed to their problems on it.
The end of their 2022-23 campaign was marred by yet another financial scandal and the subsequent 10-point deduction over the club's transfer dealings saw them finish seventh.
Juve challenged eventual champions Inter early last season but their form faltered towards the end of January and their hopes soon faded.
Coach Massimiliano Allegri, who was in charge for eight years over two spells, left the club two days after their Coppa Italia final win over Atalanta brought Juve their first trophy in three years.
Juve's activity in the transfer market will be key to Motta's efforts in building their new identity.
Gone are some of Allegri's favourites including Alex Sandro, Adrien Rabiot, Samuel Iling-Junior and Moise Kean.
Motta is keen to build around a brand new midfield.
"To me, midfielders must do everything. Defend, attack, know how to play, tackle, score," he said. "I think all the midfielders who will remain here will be able to do everything."
No less will be expected of Douglas Luiz, who arrived in a 50 million euros ($54 million) transfer from Aston Villa.
The 26-year-old Brazil international will be joined by fellow midfielder Khephren Thuram, who arrives from Nice.
Italy's Nicolo Fagioli makes his return from a ban over a gambling offence while Teun Koopmeiners is also set to sign from Atalanta and boost the midfield.
Juve also have a new goalkeeper in Michele Di Gregorio and Argentina winger Nico Gonzalez is expected to join the Turin-based club before the transfer window closes.
Juve open their league campaign at home against Como on August 19.