PUMA, AC Milan & Slam Jam Unveil ‘Benvenuti All’Inferno’ Fourth Kit

PUMA, AC Milan & Slam Jam Reveal Bold 2025/26 ‘Benvenuti All’Inferno’ Fourth Kit

Global sports brand PUMA has partnered with Italian football giants AC Milan and cultural streetwear pioneers Slam Jam to unveil the striking 2025/26 Fourth Kit, a collection that blends football heritage with fashion and culture. The kit made its on-field debut during the Serie A clash between AC Milan and Parma Calcio 1913, instantly capturing the attention of fans around the world.

A Modern Take on Rossoneri Identity

Centered around the powerful concept “Benvenuti all’Inferno” (Welcome to Hell), the new design celebrates the intense spirit and identity of the Rossoneri. Drawing inspiration from the club’s historic declaration by founder Herbert Kilpin — “We will be a team of Devils” — the kit places AC Milan’s iconic devil symbol at the heart of its design.

The devil graphic, inspired by original sketches from Italian designer Bruno Prosdocimi, flows across both the front and back of the jersey. It also appears subtly inside the lining of the Limited Edition kit, symbolising the unity, pride, and relentless passion that define AC Milan and its supporters.

The design captures the electrifying atmosphere of San Siro Stadium, where the energy of fans and players merge to create unforgettable moments. The result is a jersey engineered not only for performance but also as a bold cultural statement.

A Collection Beyond the Pitch

The “Benvenuti all’Inferno” collection extends beyond the jersey, featuring a full lifestyle lineup including jackets, track pants, and accessories. Each piece reflects the deep emotional connection between the club and its global fanbase.

The Fourth Kit arrives in two distinctive colourways:

Deep Red – representing AC Milan’s iconic heritage
Sleek Silver – inspired by Slam Jam’s minimalist aesthetic and a colour historically linked to the club

Both versions feature bold black accents and the traditional red-and-black club crest, blending classic identity with contemporary design.

A Celebration of Football, Fashion, and Culture

Maikel Oettle, Chief Revenue Officer of AC Milan, described the kit as a tribute to the club’s loyal supporters.

“The Fourth Kit is a celebration of Rossoneri pride, created first and foremost for the fans who live and breathe these colours every day. More than just a kit, it is a tribute to our global Rossoneri community.”

Marco Mueller, PUMA’s Vice President of Product Excellence and Brand Operations, highlighted Milan’s unique link with style and culture.

“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 that attention to detail that we believe fans and players will connect with.”

Meanwhile, Slam Jam founder Luca Benini described the collaboration as deeply personal.

“The opportunity to serve the team we love with our creative vision is a lifetime accomplishment we are very proud of.”

Debut On and Off the Field

The new kit took centre stage during AC Milan’s match against Parma, marking its official competitive debut. The launch was also celebrated with a cultural event at Spazio Maiocchi, where fans, creatives, and VIP guests gathered to celebrate the fusion of football, art, and street culture.

The kit will also feature in upcoming fixtures against Torino FC and will be worn by the women’s team in their match against Como Women, further reinforcing the unity across the Rossoneri family.

Sustainability Meets Performance

Both the Player and Limited versions incorporate PUMA’s dryCELL performance technology, designed for superior moisture control and comfort.

The Player jerseys are produced under PUMA’s RE:FIBRE initiative, using at least 95% recycled textile waste and polyester, while the Limited jerseys are made with at least 90% recycled materials, excluding trims and decorations.