AC Milan have finally unveiled their 2012/12 jersey after a much anticipated advertising campaign. A cutting-edge communication campaign reminding the origins of AC Milan Club, born on 16th December 1899. The debut of the new redandblack jersey will be set for May 2nd during the match against Atalanta.
That’s how adidas and the most successful club in the world have chosen to present the red and black jersey for the 2012/13 season. Once again two brands, that represent the excellence in football, have found an innovative way to communicate with all the Rossoneri supporters around the world and enhance Italian and Milanese roots of AC Milan.
The idea of the communication campaign, created by TBWA\Italy for adidas, is to rediscover the reasons that 113 years ago inspired Kilpin and all the founders of Milan Cricket and Football Club, by retracing the sites where the story took place.
The communication campaign is set by a press campaign of three subjects where players are portrayed in front of three symbolic sites in Milan (Castello Sforzesco, Colonne di San Lorenzo and San Siro stadium), made on the streets of a very gothic Milan, from the dusk till dawn of the next day. That’s the night, when the most significant moments of AC Milan history took place and unforgettable national and international trophies were won.
That’s because in a December night, among the liberty buildings of the historic center of Milan, just a few steps from the Duomo, began the history of AC Milan, in that night Herbert Kilpin said: “We are a team of devils. Our colours are red as fire, and black, to invoke fear in our opponents”.
Back to the wider stripes: Five in total including three black and two red. The polo collar is back after three years, with “AC Milan” labeled on its back and the three white stripes are confirmed. 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.
Next season AC Milan’s football players will have only one shirt that includes both TECHFIT ™ and FORMOTION ™ technologies. The new jersey will not have the TPU stripes anymore, but it will still ensure the advantages of the muscle compression thanks to the built-in stretch fabrics, knitted in the T-shirt and thanks to a perfect fit obtainable with the FORMOTION ™ technology
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