Saturday, Milan host Hellas Verona at the San Siro. Not only is there a sporting history between the two teams, Verona's fans have cemented a legacy for themselves of racism and hate that few other Serie A clubs can top. This alone would be a nightmare, but now Milan have chosen to make this fixture even more nightmarish by releasing a first kit that is visually terrifying. Their campaign is called "Welcome to Dreamland," which, for marketing purposes, they've linked to Martin Luther King's "I Have a Dream" speech and America's Black History Month. So they're trying to capitalize on something Italians have little to no cultural understanding of or ties to, and they are intentionally wearing them in front of some of the most racist fans in Italy. And the kits are particularly expensive, too. As if they weren't already in contention for the ugliest kits in Milan's history visually, they're also trying to profit from a man who gave his life trying to heal injustice. This is absolutely my worst nightmare.
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| My nightmares look better than this. |
You may recall last year's third kits, which were specifically marketed for inclusion and diversity. Whether it was planned or coincidental, they were also rolled out in front of Verona fans at the San Siro. I was very supportive of this kit. First of all, visually, it was a stunning design. Whether or not it was your taste, every element was well thought out and all worked together to create a kit that was technically fabulous. Secondly, this kit was designed for people for whom kits are normally not designed for. A kit to help include those who are typically excluded by traditional designs. Thoughtful, groundbreaking, and well-received. Not to mention lucky, as Milan played well whenever they wore it last season.
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| In Kyle Walker's GQ shoot, the stylists hid the green section of the kit in every single picture. Because it's hideous, and has nothing to do with Milan. |
However, this one is different. They are marketing this jersey literally on "the power of dreams," even though it looks like it was designed under some other influence. Someone got the brilliant idea to put "63" inside the collar, claiming it tied together Milan's first cup title and Martin Luther King's famous speech, both from the same year. What?! That's so random. And also disgusting. Especially when you read their description of the design, a kit "infused with Pan-African colors to celebrate black excellence and symbolize unity and progress."
Because nothing symbolizes the progress of social justice and equality more than companies trying to make a profit off of the oppression of others. And speaking of profits, these kits will set you back €180-€210 each. This price might possibly be justifiable if they were donating all the profits to a reputable organization that was actually helping bring about social justice. Or at the very least helping to educate Italian fans about the plague of racism that afflicts Serie A. Instead, they are literally daring the Verona fans to abuse our players by putting them in these kits for this match, just like they did to Mike Maignan less than two months ago.
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| Maignan was literally racially abused by Verona fans in December, now we're doing this? |
The kit a nightmare of confusing design elements, with bright, gradient colors that look muddy when they meet, more formal collars and rib trim on the sleeves with strips, a bold athletic font for the numbers, and an overall jacquard like design underneath it all. I loved Off White's first season as Milan's Style Partner, our players looked amazing. Their "Wear Your Heart on Your Sleeve" campaign was actually really nice, and they actually did donate proceeds of sales of their legendary Varsity jacket to charity. They've had hits and misses since then, but this thing is a monstrosity that misses every single mark.
And speaking of marks, I get that Milan are American owned now. But Italians do not celebrate Black History Month. Most of the world does not. And most of the countries that do celebrate it do so in October, not February. Releasing a kit they are claiming this month that celebrates "Black culture and excellence" makes zero sense to the majority of the people they are marketing it to. Especially when their "subtle yet powerful design details" they think they have created are completely lost in the nightmare that is this kit.
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| Verona are coming off of a thrashing by Atalanta last week, will they react? |
Paolo Zanetti's Verona come to the San Siro in 15th place, with only one win in their last five, with 23 points in 24 matches. They were destroyed at home last week 5-0 by Atalanta, so will either be completely demoralized or determined to prove themselves. For that match, Zanetti lined up a 3-4-1-2 with Montipò, Daniliuc, Coppola, Ghilardi; Tchatchoua, Bernede, Niasse, Bradaric; Suslov; Mosquera, and Sarr. Zanetti has called up 24 players to make the trip to Milano. Ghilardi will be suspended for our match due to yellow card accumulation, and Frese, Harroui, Sedar, and Tengstedt will all be missing due to injury.
After a painful loss in Rotterdam on Wednesday in the Champions League, Milan will definitely be looking for a reaction. And also three points to help climb the table. But Conceição will still be missing Florenzi, Emerson Royal, and Loftus-Cheek to injury. Tomori is also suspended thanks to the atrocious refereeing in our win over Empoli last weekend. In good news, however, Bondo is fully fit and available for the bench, so we could potentially see him get his first minutes in a Milan shirt.
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| As if this club needed any more negative attention right now. |
After Wednesday, the press and fans spiraled into a barrage of negativity. Rumors of a potential contract extension fof Maignan were countered with claims that after his singular mistake on Wednesday, he was somehow undeserving. Leão playing injured on Wednesday was once again proof of every toxic thing the press ever said about him. Unbelievable.
Most disturbing, though, were the calls for Conceição to be sacked. He has barely been here six weeks. However, the rumors that there are issues between he and Ibrahimović are terrifying. Ibrahimović was responsible for the departure of his longterm close friend Abate, sacking Abate's father, and also the departure of our Sporting Director, D'Ottavio. He is as ruthless as he is petty, and Conceição has been doing great things with this team. It would be absurd to lose him because of ego, that would be my worst nightmare.
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| Trying to profit from the oppression of others is on point for this management. |
Speaking of nightmares, unlike last year's third kit, which was literally created for a certain demographic, this one makes a mockery of the cause it claims to promote. At the same time trying to make a profit from the oppression of people that may actually be highlighted in this match by the opposing fans – against our own players (which they no longer do anything about.) Rather than raise awareness of social justice, it demonstrates the tone deafness of our club, as well as the corporate greed that is guiding the decision-making process on every level. Which is what really makes me nervous ahead of every single match, it's my worst nightmare.
This post inspired by the music of Rage Against the Machine's "Killing in the Name"
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The Milan Obsession blog is 14 years old! Thank you to everyone who has read or interacted over the years. |
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Serie C Week 27
Reviewed by Elaine
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