Breganze (Italy), Oct 1 (IANS) International lifestyle brand Diesel has become the official style partner of AC Milan football club, in a move to reach out to the younger market.
The partnership will last at least for the next 3 years, when Diesel will be dressing the AC Milan team "off-field", said a statement issued on behalf of the brand.
Renzo Rosso, Diesel's founder, said: "This is a long-time dream coming to life, for me, for my family, for Diesel. The extraordinary journeys of Diesel and AC Milan are intrinsically linked: we are two major Italian players, iconic, similar in spirit, with global resonance, and we are teaming up around a dream of pride, passion and bravery. We want to make this collaboration unique, fuelled with irony, innovation and modernity."
AC Milan Vice-President and CEO Barbara Berlusconi, said: "I grew up with the red and black colours. I've always felt they were like a second skin. They've become my passion - the same passion that has driven AC Milan and Diesel to set up this partnership.
"Diesel is a dynamic, international company in the fashion world, oriented towards the younger market, the same one AC Milan appeals to and reaches out to, following the path of other top European clubs."