AC Milan revealed a bizarre new brand partnership with kids’ favourite Hello Kitty – but it’s surely all just one big April Fools’ joke?
The Italian giants announced the new co-branding project last night and insist the two parties will create a new collection to be launched in mid-April.
Even Hello Kitty herself will be pitchside at the San Siro for the big day.
According to Milan’s official website, the partnership with Sanrio, the global company behind the brand, and adidas Italia was announced for the first time at the Trade Show Hong Kong in January and the exclusive collected will be aimed at the club’s female fans.
Paolo Casarini, Licensing Director for Sanrio GmbH, said:
The idea to associate a female soul to a top level male sport came a while ago with AC Milan.
Today, and with lots of female fans in the sport, the new collection has a natural target.
A sports clothing line and accessories to all female fans will be launched from next September.
Jaap Kalma, Milan Commercial Director, added:
Milan has always associated itself with Italian and international companies that represent excellence in their sectors.
For this reason we decided to join forces with a brand like Hello Kitty, a prestigious and important character, and what is more highly adored by young people all over the world.
The collaboration with the Sanrio Team has been challenging and has brought excellent results.
In addition, we’re thinking about organising other initiatives with Hello Kitty and our club mascot Milanello and we will see them together soon at San Siro with our fans.
We’re certain that this character will be liked by the Milan fans and from this we will see several other interesting initiatives.