The Fashionable Rise of AC Milan in the Soccer World

This article was first published by The Business of Fashion, a partner of CNN Style.

When AC Milan played against Napoli last month, both teams, two of Italy's oldest soccer clubs, faced each other. AC Milan wore blacked-out jerseys created by Los Angeles streetwear brand Pleasures.

The team's official fourth kit for select games this season will be a limited edition apparel featuring one "light" and one "dark" colorway. The jerseys are inspired by Milan's gothic architecture and hip-hop culture.

It was a surprising collaboration between the punk-inspired indie streetwear label, popular among celebrities like Kylie Jenner and The Weeknd, and the Italian sports mainstay. Despite their lack of prior connection, the commercial reception to the partnership was amazing.

The team collaborated with Vogue Italia to introduce their newest Off-White collection. They organized a dinner where players had the opportunity to socialize with VIPs and Off-White artistic director Ib Kamara.

The team partnered with Vogue Italia for the launch of its latest Off-White collection and hosted a dinner where players mingled with VIPs and Off-White artistic director Ib Kamara.

On February 8, AC Milan had its most successful day in terms of e-commerce sales when they launched their collaboration and made jerseys available for fans. The team reported a 69 percent increase from their previous record. The cream-colored version of the jersey, priced at $180, was the most popular and has since become an all-time bestseller. It is now being resold on StockX for as much as $290.

Norma Kamali was recently at a party in New York on Feb. 13, 2018, celebrating her collaboration with What Goes Around Comes Around. The event highlighted the various designs Kamali has created over the years. (Amy Lombard/The New York Times)

Norma Kamali at the party celebrating her collaboration with What Goes Around Comes Around in New York, Feb. 13, 2018. The party showcased designs Kamali has made throughout the course of her career. (Amy Lombard/The New York Times)

Amy Lombard/The New York Times/Redux

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The Pleasures tie-up may have surprised traditional soccer fans, but it was not accidental. AC Milan has been actively seeking partnerships, such as teaming up with Off-White as its official "style and culture curator," following its acquisition by US investment firm RedBird Capital Partners in August 2022. With new ownership, the club has rebranded itself as more than just a soccer team, venturing into lifestyle branding to generate additional revenue through carefully crafted merchandise collaborations.

AC Milan's foray into the fashion world surpasses that of any other soccer team, including France's Paris Saint-Germain (PSG), which was previously a sought-after collaborator for brands like Dior, Stüssy, and Jordan. While PSG's Qatari owners also made significant investments to elevate the team's brand, the allure faded in the fashion world after star players Lionel Messi and Neymar Jr. departed the club in quick succession. Even with standout player Kylian Mbappé set to leave this summer, AC Milan remains at the forefront of blending sports with fashion.

This gray varsity with Off White and AC Milan branding is sold out.

This gray varsity with Off White and AC Milan branding is sold out.

AC Milan, unlike PSG, does not rely on international superstar players to boost its reputation. Instead, the team focuses on building collaborations as part of a global marketing strategy. This approach helps AC Milan maintain its prestige even when top athletes depart.

One of AC Milan's key partnerships is with Off-White, which has created collections for both the men's and women's teams to wear off the field. This collaboration not only enhances the team's style but also provides unique access to the fashion industry, setting AC Milan apart from other teams.

Zoey Grossman/Reformation

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The Pleasures partnership was created with the team's 27 million North American fans in mind. As a result, the US saw the highest sales of the Pleasures jersey outside of Italy. The campaign also aimed to attract younger fans, with over 60 percent of sales coming from consumers under 30 years old, according to the club.

The team's new uniforms cater to both the women's and men's squads, featuring both formal and informal designs. The club describes the uniforms as having "distinctive designs that mix traditional football and sport elements with Off-White™ house codes and various cultural influences."

AC Milan's partnership with Puma plays a key role in its fashion strategy. The German sportswear giant helps connect the club to the fashion industry, making collaborations with brands like Koché and Pleasures possible.

Milan's reputation in the fashion industry thrives because of its genuine partnerships, according to Lauren Cochrane, a fashion and sports reporter at The Guardian. She explains that the club's collaborations are not just for show, but they already have a strong presence in streetwear.

Please note that this article was first featured on The Business of Fashion, a partner of CNN Style.

Editor's P/S:

The article highlights the strategic shift of AC Milan, moving beyond its traditional soccer identity to embrace fashion and lifestyle branding. The club's successful collaboration with brands like Off-White and Pleasures demonstrates its ambition to generate revenue and appeal to a wider audience, particularly among younger fans. This approach has proven effective, with the Pleasures jersey becoming a bestseller and the team experiencing a significant increase in e-commerce sales.

The article also emphasizes the importance of genuine partnerships. AC Milan's collaborations are not merely marketing stunts but reflect the club's genuine connection to streetwear culture. This authenticity resonates with consumers and sets AC Milan apart from other soccer teams that may rely solely on star players to elevate their brand. The club's focus on building a global marketing strategy and targeting specific demographics has been a key driver of its success in the fashion world.