How AC Milan Scored Big in the World of Fashion

In a surprising turn of events, AC Milan, one of Italy’s most historic soccer clubs, has not only been making waves on the field but also in the world of fashion. Last month, during a highly anticipated home game against Napoli, the team sported striking blacked-out jerseys designed by the Los Angeles-based streetwear brand Pleasures, signaling a bold departure from tradition.

The collaboration between AC Milan and Pleasures may have seemed unlikely at first, but it proved to be a resounding success. The jerseys, featuring nods to Milan’s gothic architecture and hip-hop culture, flew off the shelves, with the cream-colored version emerging as a bestseller and commanding prices as high as $290 on resale platforms like StockX.

This venture into fashion is part of AC Milan’s broader strategy to redefine itself as not just a soccer club, but a lifestyle brand. Following its acquisition by US investment firm RedBird Capital Partners in 2022, AC Milan has actively pursued partnerships and collaborations to expand its reach beyond the realm of sports. From appointing Off-White as its official “style and culture curator” to forging alliances with brands like Puma, AC Milan has transformed itself into a fashion-forward entity.

What sets AC Milan apart from other soccer clubs dabbling in fashion is its authentic approach to partnerships. Unlike PSG, which relied heavily on star players like Lionel Messi and Neymar Jr. for its fashion appeal, AC Milan’s collaborations are part of a well-thought-out global marketing strategy. This approach not only mitigates the risk of losing prestige when key players depart but also allows the club to maintain its streetwear credibility.

Central to AC Milan’s fashion strategy is its partnership with Puma, which acts as a valuable bridge to the fashion industry. Through collaborations with brands like Koché and Pleasures, facilitated by Puma, AC Milan has solidified its position as a fashion player to be reckoned with.

As AC Milan continues to make strides in the world of fashion, it serves as a testament to the evolving landscape of sports branding. By embracing collaboration and innovation, AC Milan has successfully carved out a niche for itself in the competitive realm of fashion, proving that soccer clubs can indeed transcend their traditional boundaries and make a mark in new and unexpected arenas.