First Team


Adidas presents the new A.C. Milan red and black jersey for the 2012/2013 season which was worn for the first time this evening against Atalanta.

MILAN – An avante garde communications campaign recalling the birth of the Rossoneri on 16 December 1899. Adidas and the most decorated club in the world have launched the team jersey for the 2012/13 season. Two brands representing excellence in sport have found a way to communicate with team fans the world over as well as underlining the Italian roots of the club. Emirates, for the third season in a row will be written on the shirt.

The wide stripes are back, 5 in all, 3 black and 2 red with a white collar at the top and AC Milan written on the back. The main detail is an Italian flag’s reference, in vertical, between the black and red stripes, and on the front side this detail is recognizable by a green oblique insert, and another one red, interposed with a white neck.

There’ll only be one type of shirt for the players next season with the
TECHFIT™ and FORMOTION™ technologies. The TPU sides of the shirt won’t be there anymore but the top will have the advantages of elastic fabrics incorporated into the top with enhanced visibility thanks to ForMotion™ technology.

Communications Campaign
Realized thanks to TBWA/Italy for Adidas and made up of a press campaign as well as digital marketing using various platforms and the club’s official accounts on Facebook, Twitter and Youtube, with three viral videos.

On the press campaign we can the players in front of three of Milan’s principal land marks (Castello Sforzesco, Colonne di San Lorenzo and San Siro stadium). The campaign reminds the viewer of the club’s roots 113 years ago, which inspied Herbert Kilpin and the other founders of Milan cricket and Football Club. It was on a Milanese night, near the city’s Duomo cathedral that Kilpin said: “Our colors will be red, as we’ll be devils and black, like the fear that we’ll strike in our adversaries’ hearts.”

The videos were shot on Milan’s gothic streets, in and around the cities most important historical monuments and symbols between sunset and dawn and reveals little by little the details of the new top. Rososneri fans now have the chance to discover on Facebook, ‘like’ by ‘like’, all three episodes to unveil the new AC Milan jersey for next season.