 After decades in the lower divisions, Parma was promoted to Serie A in 1990, where the side immediately became a major force in the battle for major trophies, on many notable occasions in direct opposition to Juventus, who would become fierce rivals of Parma's.This rivalry and the influence of Parmalat led to the demotion of the white shirts to the away kit, so the side wore yellow and blue hooped shirts at home for six seasons between 1998 and 2004, and navy blue shirts often worn as third choice in this period.This was a time of great success for the club, thus the shirts became synonymous with Parma, often still called the "Gialloblù" (Yellow and Blues) today, despite a recent reversion to the traditional white shirts emblazoned with a cross caused by parent company Parmalat's collapse and the clubs subsequent re-foundation as Parma Football Club.