Also on the home jersey the golden three stripes, and a detail related to the “tricolore”, to express the pride of being Italian. The new communication campaign #weareacmilan has been created to convey the sense of belonging to the club that all black and red supporters worldwide have in common.
Milan, July 11th 2013 – AC Milan players wore the new black and red jersey tonight at Byblos in Milan, in the presence of the Vicepresident Vicario and Managing Director of AC Milan Adriano Galliani and Managing Director adidas South Europe Jean-Michel Granier.
For the communication campaign, unveiled last Friday on adidas and Milan social channels, the claim #weareacmilan has been created to underline the sense of belonging of AC Milan fans worldwide, who bring the black and red colours in their hearts.
Home jersey design
Black and red stripes are tighter than last year: 5 black and 6 red. Inside the red ones there is a thin black line.
The three stripes on the shoulders are gold-coloured (as in the away jersey): this is a letimotif in AC Milan technical apparel for this season.
V neck with a side detail that nods to the Italian flag.
White shorts with golden three stripes and red and black details on the bottom hems.
Red and black socks.
Created by Bcube for adidas, it features a print campaign and an activation on adidas and ac milan digital platforms, through both official websites, Facebook, Twitter and Youtube, all linked by the hashtag #weareacmilan.
The key visual of the campaign shows Milan players Ignazio Abate, Mario Balotelli, Bryan Cristante, Mattia De Sciglio, Riccardo Montolivo, Antonio Nocerino and Stephan El Shaarawy, surrounded by thousands of supporters and fans from all over the world.
Among them there are also the historical captain Franco Baresi and some new talents from the AC Milan youth sector: Mihael Modic (Allievi team) and ‘Pulcini’ Marco Frigerio, Nicholas Pluvio and Kevin Zeroli.
Some famous Milan supporters, such as Danilo Gallinari, Flavia Pennetta and Mirco Bergamasco kindly joined the campaign, to strengthen the message that the “rossonera” passion is able to bring us together: from the people playing in San Siro to the fans that every day support the team around the world, to the young players of the youth sector, that are just starting their long path. This is the meaning of #weareacmilan: a strong statement, sense of belonging, the love for this jersey that gets the supporters closer despite the distance.
In the background, some symbols of Milano: the “Duomo” cathedral and San Siro stadium. adidas and Milan seeked a strong connection to the city of Milano, the place where everything started: the roots, the history, the passion for a jersey which is able to convey a unique message: we are AC Milan.
The new home jersey will be available worldwide in stores and on the ecommerce channels, starting from tomorrow, July 12th.