House of Milan
PUMA came to us with their partners at AC Milan, who had just signed the captain of the U.S. Men’s National Team, Christian Pulisic.
The brief was to celebrate the launch of the new secondary kit, which was inspired by the old fashion houses that led to the city of Milan’s iconic fashion scene. They wanted instantly-recognizable Hollywood for an international audience, but for us to bring an infusion of Milanese fashion and elegance for those in attendance to truly capture the story of not only the kit but Milan itself.
All that, plus make an exclusive, premium event for the Los Angeles soccer influencer scene in a way that would take over the feeds and instantly gain credibility with local audiences as well.
The Event
Tucked away at an exclusive, invite-only location in the Hollywood Hills, House of Milan brought the legacy of Milan fashion to life with an unforgettable night of Italian football, fashion, and culture.
Whether it was the sewing room bringing the fashion inside, or the pool-spanning catwalk outside of it, fashion and its intersection with Milan and the beautiful game was central to the theme of the night.
Creative elements and touchpoings
We brought the theme to life in every touch point:
Guests could see the renderings and sketches that led to the kit’s creation
Guests could take their photo and include it next to AC Milan athletes on the interactive Polaroid wall reminiscent of old fashion warehouses.
After being fitted for a new kit, guests could take their photo on the PUMA catwalk for a memorable, shareable photo moment.
Guests could get free customized leather wallets to take a piece of fashion home with them.
Italian finger food, drinks, and gelato brought Italian culture to every detail.
The exclamation point of the evening came with the visit of AC Milan athletes, including USMNT Captain Christian Pulisic. With just an hour on site, we captured staged and candid shots, had a hero moment with the whole team on the catwalk, facilitated fan interaction with players, influencers, and VIPs, and guided through a mini media day with local creators and earned media outlets.
The Results
Number of guests: 115+ (at capacity)
Media outlets on site: 9 (Whistle, ESPN, People, Hypebeast, Bleacher Report, The Knot, CBS Sports, IFTV, Urban Pitch)
Club and industry “VIPs”: 20, including the AC Milan CEO
Influencer Reach: 70+ social media posts on site, to a combined following of 5.9M people.