New Levels. A new Milan.
How to make the launch event of AC Milan Away kit memorable? How to make it the occasion to communicate the new, exciting partnership between Puma and A.C. Milan? We developed the concept “New Levels. A new Milan”, to say that the new union between the two brands was taking both of them to new levels. The main color of the event was white, like the Away kit, representing a new blank page, ready to be written with a new story. All the event’s activities were consistent with this concept: a long tunnel, displaying scenes of A.C. Milan important moments, together with PUMA videos, using a vintage and glitch effect, reproducing the blurred effect of television screens from the Eighties recalled the black line of the new Away kit. Guests were entertained with a street soccer cage, where football freestylers played and with Luca Barcellona’s live performance: the famous calligraphy artist wrote, on 11 Away kit T-shirts, messages sent via Instagram from A.C. Milan supporters. The event ended with the live performance of trap singer Ernia and with the official launch of the Away Kit, together with A.C. players and Puma’s management.