BENVENUTI ALL'INFERNO
Media
AC Milan and global sports company PUMA have joined forces with Italian cultural pioneers Slam Jam to announce the Club's Fourth Kit for the 2025/26 season, unveiled for the first time last Sunday during AC Milan v Parma. Reinterpreting Rossoneri identity through a modern lens, the collection celebrates the central role of the fans and AC Milan's status as a global cultural icon. Designed to turn up the heat on and off the pitch, it draws on the passion of its supporters and the founding vision of Herbert Kilpin to express the Club’s identity in a bold, contemporary way.
Built around the concept of "Benvenuti all'Inferno", the design blends heritage and cultural DNA, reinterpreting the colours, symbols, and emotions that define the Rossoneri. Echoing the Club's founding declaration - "We will be a team of Devils" - the design centres on AC Milan's iconic devil, inspired by original sketches from designer Bruno Prosdocimi. "Benvenuti all'Inferno" captures AC Milan at its most powerful, when fan intensity reaches its peak and players, supporters, and the stadium fuse into a single force, creating moments that feel decisive, unforgettable, and unmistakably Milan. This project translates that intensity into physical form: a Kit engineered to carry the spirit of Inferno onto the pitch and into the stands, transforming energy, identity, and passion into a bold visual statement. Flowing across the front and back of the jersey, and hidden within the lining of the Limited Edition, the devil captures the intensity that defines AC Milan, expressing the pride, unity, and competitive spirit of the Rossoneri.
Spanning jerseys, a jacket, track pants, and accessories, the collection channels the electric atmosphere of San Siro, where intensity, pride, and belonging come together. And each piece reflects the emotional bond between the Club and its supporters. The Fourth Kit is released in two versions and two striking colourways: deep red, timeless and iconic, and sleek silver, a nod to Slam Jam's aesthetic and a colour with historical ties to AC Milan. Both feature bold black detailing and the traditional red and black Club crest. Designed to live both on and off the pitch, the Fourth Kit reflects AC Milan's status not just as a football club, but as a global cultural icon.
Maikel Oettle, Chief Revenue Officer of AC Milan, commented: "The Fourth Kit is a celebration of Rossoneri pride, created first and foremost for the fans who live and breathe these colours every day. It represents a natural meeting point between football, fashion, and culture. Developed with PUMA and Slam Jam, every detail, starting with the historic Club crest, reflects identity, passion, and a deep sense of belonging. More than just a kit, it is a tribute to our global Rossoneri community."
Marco Mueller, PUMA's VP Product Excellence & Brand Operations, said: "Milan is a club - and a city - synonymous with fashion. Reuniting with Slam Jam to create a collection that feels as unique on the pitch as it does in the stands was something we were truly excited about. From iconic colors and bold themes to refined details like the hidden gargoyle face on the inner lining of the limited-edition jersey, it's that attention to detail across the collection that we believe fans and players will really connect with."
Luca Benini, Slam Jam's founder added: "The opportunity to serve the team we love with our creative vision is a lifetime accomplishment we are very proud of."
The 2025/26 Fourth kit - featuring deep red for the outfield players and sleek silver for the goalkeeper - took center stage on the pitch during AC Milan v Parma on Sunday, marking its official on-field debut in front of fans. A moment that underscored the Club's vision and identity, bringing the design to life in a competitive setting. The launch was also celebrated with a debut event held yesterday, Tuesday 24 February, at Spazio Maiocchi in Milan, where VIPs, fans, and community members gathered for a key moment blending art, culture, and entertainment. The new kit will also be worn in the upcoming match against Torino, in March, and by the Women's First Team against Como Women, further strengthening the bond between all areas of the Rossoneri family.
The kit is available in Player and Limited versions, both featuring PUMA's dryCELL technology for comfort and moisture management. Player jerseys are made under the RE:FIBRE initiative using at least 95% recycled textile waste and polyester, while Limited jerseys are produced with at least 90% recycled materials, excluding trims and decorations.
The 2025/26 AC Milan Fourth kit is available from February 25 in the AC Milan Official Stores, store.acmilan.com, PUMA stores, PUMA.com, and select retailers worldwide.
