Lifestyle brand Diesel has been named the official style partner of Italian football club AC Milan, effective 30 September.
The partnership, scheduled to last for at least three years, will see Diesel dress the AC Milan team off the field. Both Diesel and AC Milan said that they share many of the same values rooted in their DNA such as team spirit, the will to win and an unconditional passion for sport.
Diesel Founder Thus Renzo Rosso said: “This is a long-time dream coming to life, for me, for my family, for Diesel. The extraordinary journeys of Diesel and AC Milan are intrinsically linked: we are two major Italian players, iconic, similar in spirit, with global resonance, and we are teaming up around a dream of pride, passion and bravery. We want to make this collaboration unique, fueled with irony, innovation and modernity.”
AC Milan Vice-President and CEO Barbara Berlusconi commented: “I grew up with the red and black colours. I’ve always felt they were like a second skin. They’ve become my passion – the same passion that has driven AC Milan and Diesel to set up this partnership.
“Diesel is a dynamic, international company in the fashion world, oriented towards the younger market, the same one AC Milan appeals to and reaches out to, following the path of other top European clubs.”