AC Milan x Rafael Leao Capsule Collection: Surfing the Waves of Fashion and Football

Riding the New Wave: Where Football Meets Fashion in a Creative Collaboration

AC Milan unveiled a capsule collection in collaboration with their star player, Rafael Leao earlier this year. The collection is designed to celebrate key elements of Leao’s life, blending the worlds of surfing, waves, family, and streetwear. These key elements are summarised with the slogan ‘Every day is a new wave, every day is a day of surfing’ which is featured throughout the collection.

Highlights of the Collection:

Ocean-Inspired Details: The collection features elements inspired by ocean waves and references Leão's goal celebrations on social media, including the phrase "We go" and a surfer emoji.

Special Jersey and Different Products: The centrepiece is a jersey inspired by American Football, complemented by oversized long and short-sleeved T-shirts and classic hoodies.

Surfer’s Mindset: Embodying the resilient spirit of surfers, the collection promotes the idea that, "Surfers sometimes catch the wrong wave, but then they get back on the board and do well. In life, you can try and make mistakes, but you must continue to learn and find solutions."

Colourways: Available in various colours, including emerald—a favourite of AC Milan’s number 10—and traditional club colours.

This capsule collection is a testament to AC Milan's innovative approach to fan engagement through streetwear, celebrating their champions uniquely and personally.

The AC Milan x Rafael Leao capsule collection highlights the potential of leveraging a player's brand to enrich the club's identity and connect with fans. Leao, who has his fashion streetwear brand, 'Son is Son,' is a fashion-forward footballer whose interests have influenced this collaboration.

Key Points:

• Innovative Engagement: This collaboration could signify a trend where football clubs adopt more innovative strategies to cater to their star players' interests.

• Player Power: Could this be a new form of player power? Players like Leao are essential for clubs to tell compelling stories and engage their fan bases effectively.

• Creative Storytelling: AC Milan has capitalised on Leao's dual interests in football and fashion to create a meaningful product that provides value to all stakeholders.

• Loyalty and Connection: Leao’s deep connection to AC Milan, despite interest from top European clubs, adds another layer to the storytelling potential, making it a compelling narrative for fans.

• Commercial Success: AC Milan’s recent success with their Off-White collection, launched in partnership with Vogue Italia, indicates a thriving market for such collaborations. The launch set a new e-commerce sales record for the club, with a 69% increase.

Italian clubs, including Juventus FC with their creator lab, are at the forefront regarding flexible commercial approaches, storytelling, and fan engagement in Europe. Rafael Leao’s collaboration with AC Milan for the ACM x RL10 Capsule Collection showcases a perfect blend of football, fashion, and personal branding, setting a new benchmark for how clubs can creatively and effectively engage with their fans.