On September 9th, a vibrant block party at BASE Milano marked the launch of the exclusive A$AP Rocky x PUMA x AC Milan jersey collection. This event brought together local communities, creators, influencers, media, and fans to celebrate the fusion of football, fashion, and music.
The jersey features a striking black and red design, incorporating AC Milan's iconic colors with bold graphic elements inspired by A$AP Rocky's "DON'T BE DUMB" universe. Notably, the album's red prohibition symbol runs down both sleeves, while the back displays "DON'T BE DUMB" in bold block letters alongside a "MILAN" lock-up.
Following the launch, A$AP Rocky wore the jersey during his concert at the SNAI San Siro Racecourse in Milan on September 10, unveiling the design to fans at the end of his set. Prior to the event, AC Milan's men's first team players, including Christian Pulisic, Diego Moreira, Adrien Rabiot, and Strahinja Pavlović, showcased the jersey during their trip to Turin, offering fans an early glimpse of the collaboration.
The collection was made available for purchase at Bottega del Diavolo on Via Dante while supplies last, with early buyers having the chance to win tickets to A$AP Rocky's concert, linking the retail experience to the wider celebration.