Milan, the fourth shirt: presented at the Spazio Maiocchi

At the roots of the Rossoneri history. With a new shirt designed to celebrate the origins of the club, thanks to an iconic reference to the city and the Milanese DNA. In the afternoon, at the Spazio Maiocchi in Milan, Milan presented the fourth kit for the current season. A product created in collaboration with the technical sponsor Puma and Pleasures, a streetwear brand from Los Angeles. All under the eyes of the Rossoneri stars Leao, Giroud, Pulisic, Theo, Okafor, Musah, Giuliani and Dompig (representing the women’s team) and the CEO Giorgio Furlani.

THE FOURTH JERSEY

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The key word of the presentation is “synergy”. With the fourth 2023/24 kit, the Devil combines the punk, metal and grunge influences of the American brand with the evocative charm of Milan’s gothic architecture. The curiosity is that the shirt is available in two colours, white and black, with the underlying idea of ​​connecting the club’s global fan base, symbolizing the passage from dusk to dawn (black and pristine) and allowing fans to embody the AC Milan spirit from day to night and on all continents. Also present at the event were well-known faces from the Rossoneri fans, such as Rkomi and Lazza.

RECORD NUMBERS

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Pre-orders for the 2023-24 fourth kit have already achieved record numbers, second only to the launch of the 2022/23 first shirt (the one with the shield) and have already doubled last year’s fourth kit. Some numbers to give you an idea. 45% of orders come from Italy, while 55% from abroad, with the United States, France and Germany ahead. For the first time in the club’s history, the two versions will be used in separate matches. At the San Siro against Napoli, Sunday 11 February, Pioli’s men will wear the black version, while Mike Maignan will show off the pristine version. In the away match against Monza, the game will instead be reversed. The women’s team will take to the field with the fourth kit in the derby against Inter on 17 February.

BRAND GROWTH

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The new Rossoneri shirt follows a path already traced in recent months by RedBird, with the owners intending to fully strengthen the brand. To push the Devil towards global growth, without forgetting fashion and entertainment. It is no coincidence that the kit was created with the idea of ​​strengthening the position in the US market, which has been clearly expanding in recent years. As told by a research study conducted by YouGov, AC Milan is today the most respected and popular Italian football brand in the States.