Monza, May 2nd 2011 – Somewhere between innovation and tradition, true to the style of adidas and AC Milan – for the 2011/12 jersey, the three-stripe label has decided to combine its most innovative technology with a design reminiscent of the Rossoneri strips of the early twentieth century.
The launch, too, was structured along the same lines – journalists from the traditional media and bloggers gathered at adidas Italy’s Brand Center in Monza but Milan fans from across Italy and the world were also able to attend the unveiling of the new strip and to ask the guests in attendance questions by means of live streaming at adidas.com.
Guests at the event included CEO and Vice President of AC Milan, Adriano Galliani, Senior Vice President Commercial Operations (Europe and Russian Federation) of Emirates, Salem Obaidalla, and the CEO of adidas Italy, Jean Michel Granier.
The star models of the new kit were Rossoneri players Clarence Seedorf, Mark Van Bommel and Luca Antonini. The event was hosted by familiar television personality, and avid AC Milan fan, Daniele Bossari. The strip will be worn for the first time on May 15th for the penultimate game of the league against Cagliari.
Design of the strip
ReReverting once again to the thinner 2cm-wide stripes compared to the 9cm-wide ones of last year,there there are 21 stripes in total, 11 of which are black and 10 red. The white crew neck stands out with three stripes on the sleeves, which are white for the first time, on a red inset. TThe back of the collar bears the words “Associazione Calcio Milan” underneath the Italian flagto highlight the fact that Milan is one of the best-known symbols of Italy around the world. Reference to the colours of the Italian flag can be found on the insets at the sides on the front of the shirt as well as on the shorts and socks.
Next season, AC Milan players will be able to choose whether to wear the TECHFIT(tm) PowerWEB uniform as a single layer or whether to wear the base layers under the FORMOTION(tm) uniform, which has a traditional fit.
TECHFIT(tm) PowerWEB is the most innovative technology used for
sportswear. Thanks to the use of special compression fabrics and the
application of TPU strips at specific areas of the body, the TECHFIT(tm) layers are able to concentrate muscular energy to the maximum to give the athlete explosive power, acceleration and resistance, whilst reducing muscle vibration, improving the athlete’s posture, the feel of their body and level of core stability in order to guarantee not just any performance but record-breaking performance. Worn all together (shirt, shorts and socks), the TECHFIT(tm) PowerWEB kit is able to increase players’ power by 5.3%*, their jump height by
4%*, their sprinting speed by 1.1%* and their efficiency by 0.8%*. adidas TECHFIT(tm) PowerWEB kits, worn as a single layer, are 45% lighter than the classic two-piece kit worn together.
The ForMotion(tm) strip sees the use of three-dimensional and elastic fabrics which adapt perfectly to the body of the player and subsequentlyimprove the fit of the strip in order to optimise movement, comfort and increase freedom of action. The addition of adidas ClimaCool(tm) and adidas FlowMapping(tm) ensures optimum breathability and helps the Rossoneri players to maintain an ideal body temperature, even under pressure.
adidas is the leading brand in world football and provides the official ball for all major tournaments organised by UEFA, FIFA and the IOC. The partnership between adidas and AC Milan is one of the most solid and long-lasting relationships – having begun in 1998, it has been renewed up until 2017 with an extension to the rights as Master licensee. A new
feature is to be added to the many synergies already in place, from the Milan Junior Camp to the activities which help to make Fondazione Milan projects a reality.