BENVENUTI ALL’INFERNO”: PUMA & AC MILAN JOIN FORCES WITH SLAM JAM FOR 2025/26 FOURTH KIT
PUMA & AC MILAN JOIN FORCES WITH SLAM JAM FOR 2025/26 FOURTH KIT
Cape Town, 25 February 2026 – Global sports company PUMA and Italian football giants AC Milan have teamed up with cultural pioneers Slam Jam to unveil the Club’s bold Fourth Kit for the 2025/26 season.
The kit made its official on-field debut during AC Milan v Parma, marking a powerful statement moment in front of Rossoneri fans.
A Contemporary Manifesto of Rossoneri Identity
Interpreting Rossoneri heritage through a modern lens, the collection celebrates the central role of fans and reinforces AC Milan’s status as a global cultural icon. Designed to ignite passion on and off the pitch, the Fourth Kit draws inspiration from supporter intensity and the founding vision of Herbert Kilpin.
Built around the concept of “Benvenuti all’Inferno” (Welcome to Hell), the design reimagines the Club’s iconic symbols, colours, and emotions. Echoing Kilpin’s historic declaration — “We will be a team of Devils” — the collection places AC Milan’s legendary devil at its core.
Inspired by original sketches from designer Bruno Prosdocimi, the devil graphic flows across the front and back of the jersey, and appears hidden within the lining of the Limited Edition version — capturing the intensity, pride, unity, and competitive spirit that define the Rossoneri.
Designed for Inferno Moments
“Benvenuti all’Inferno” embodies AC Milan at its most powerful — when the electric atmosphere of San Siro transforms players, fans, and stadium into one unstoppable force.
This project translates that energy into physical form:
- A jersey engineered to reflect passion and belonging
- A bold visual identity rooted in heritage
- A fusion of football, fashion, and culture
The collection extends beyond the pitch, including jerseys, a jacket, track pants, and accessories — each piece reflecting the emotional bond between Club and community.
Two Versions. Two Striking Colourways.
The 2025/26 Fourth Kit is released in:
- Deep Red – timeless, iconic, and unmistakably Rossoneri (outfield players)
- Sleek Silver – a nod to Slam Jam’s aesthetic and historically linked to AC Milan (goalkeeper)
Both versions feature bold black detailing and the traditional red-and-black Club crest.
Designed to live both on and off the pitch, the kit reinforces AC Milan’s position not just as a football club, but as a global cultural symbol.
Leadership Perspectives
Maikel Oettle, Chief Revenue Officer of AC Milan, stated:
“The Fourth Kit is a celebration of Rossoneri pride, created first and foremost for the fans who live and breathe these colours every day. It represents a natural meeting point between football, fashion, and culture. More than just a kit, it is a tribute to our global Rossoneri community.”
Marco Mueller, PUMA’s VP Product Excellence & Brand Operations, added:
“Milan is a club — and a city — synonymous with fashion. From iconic colours to refined details like the hidden gargoyle face inside the limited-edition jersey, it’s the attention to detail that fans and players will truly connect with.”
Luca Benini, founder of Slam Jam, commented:
“The opportunity to serve the team we love with our creative vision is a lifetime accomplishment we are very proud of.”
Official Debut & Cultural Launch
The Fourth Kit took centre stage during AC Milan v Parma, officially bringing the design to life in competitive action.
The launch was further celebrated at a debut event held on Tuesday, 24 February, at Spazio Maiocchi, where VIPs, fans, and community members gathered for a cultural moment blending art, fashion, and sport.
The kit will also feature in:
- Upcoming match against Torino FC in March
- Women’s First Team fixture against Como Women
Strengthening the connection across the entire Rossoneri family.
Performance & Sustainability
Both Player and Limited versions feature PUMA’s dryCELL technology for enhanced comfort and moisture management.
Sustainability remains central to the design:
- Player jerseys are produced under the RE:FIBRE initiative using at least 95% recycled textile waste and polyester
- Limited jerseys are made with at least 90% recycled materials (excluding trims and decorations)
Availability
The 2025/26 AC Milan Fourth Kit is available from 25 February exclusively at Shelflife.
From heritage to Inferno.
From pitch to culture.
“Benvenuti all’Inferno” is more than a kit — it’s a manifesto of Rossoneri identity.
PUMA x AC Milan x Slam Jam 2025/26 Fourth Kit – FAQ
1. What is the “Benvenuti all’Inferno” Fourth Kit?
The “Benvenuti all’Inferno” kit is the official 2025/26 Fourth Kit created by PUMA, AC Milan, and Slam Jam. It celebrates Rossoneri identity through a bold, contemporary design inspired by the Club’s iconic devil and fan intensity.
2. When was the kit officially revealed?
The kit made its on-field debut during AC Milan v Parma, marking its first appearance in a competitive match setting.
3. What does “Benvenuti all’Inferno” mean?
“Benvenuti all’Inferno” translates to “Welcome to Hell.” It references AC Milan’s historic identity as the “team of Devils,” inspired by founder Herbert Kilpin and the intense atmosphere at San Siro.
4. What makes this Fourth Kit unique?
Key design highlights include:
- A bold devil graphic inspired by sketches from Bruno Prosdocimi
- Two striking colourways: deep red and sleek silver
- Hidden design elements in the Limited Edition lining
- A fusion of football, fashion, and street culture aesthetics
5. What colour options are available?
The kit comes in two colourways:
- Deep Red (outfield players)
- Sleek Silver (goalkeeper)
Both feature black detailing and the traditional red-and-black AC Milan crest.
6. What versions of the kit are available?
There are two versions:
- Player Version (performance-focused, worn on pitch)
- Limited Edition Version (premium detailing and hidden design features)
7. Is the kit sustainable?
Yes.
- Player jerseys are made under PUMA’s RE:FIBRE initiative using at least 95% recycled textile waste and polyester.
- Limited jerseys are produced with at least 90% recycled materials (excluding trims and decorations).
8. What technology does the kit use?
Both versions feature PUMA’s dryCELL technology for moisture control and comfort during performance.
9. Will other teams wear this kit?
Yes. The kit will also be worn in upcoming fixtures, including:
- AC Milan’s match against Torino FC
- The Women’s First Team fixture against Como Women
10. Where can I buy the 2025/26 Fourth Kit?
The kit is available from 25 February exclusively at Shelflife.
11. Why did PUMA collaborate with Slam Jam?
The collaboration merges AC Milan’s football heritage with Slam Jam’s streetwear and cultural influence, creating a kit that lives both on the pitch and in fashion spaces.
12. Is this a limited release?
The Limited Edition version features exclusive design elements and may be available in restricted quantities, depending on retailer stock.
