PUMA x AC Milan x Slam Jam – BENVENUTI ALL’INFERNO
When football, fashion, and underground culture collide, something bigger than sport is born. The newest chapter of the collaboration between PUMA, AC Milan, and Slam Jam titled, BENVENUTI ALL’INFERNO, is exactly that: a bold, culturally charged statement that pushes football beyond the pitch and into the heart of global creative culture.
A new vision of football culture
Football is no longer just about matchday - it’s a lifestyle, an aesthetic, a global language. With BENVENUTI ALL’INFERNO, this collaboration challenges traditional football audiences by embracing streetwear, art, and youth culture.
Metallic finishes meet AC Milan’s iconic red-and-black palette. The provocative mantra “Chaos is Order” drives the narrative, reflecting the intensity of Milan’s heritage and the rebellious energy of Slam Jam’s community.
This is football fashion reimagined - not as merchandise, but as cultural expression.
Where heritage meets disruption
At its core, the project celebrates Slam Jam’s deep-rooted love for AC Milan and its worldwide fan culture. Founded in 1989 in Ferrara by Luca Benini, Slam Jam has long been a pioneer in European streetwear - connecting fashion, music, and art into one powerful ecosystem.
Their vision aligns perfectly with AC Milan’s identity: historic, iconic, and unapologetically bold. Together with PUMA, they’ve crafted a collection that speaks to creators, tastemakers, and fans alike.
This isn’t nostalgia, it’s evolution.
Performance meets sustainability
While the collection is rooted in culture, it still delivers on performance:
- dryCELL Technology: Advanced sweat-wicking fabric keeps you cool and comfortable on and off the pitch.
- RE:FIBRE Innovation: Made with at least 95% recycled textile waste and polyester materials, proving sustainability and style can coexist.
The message is clear: modern football culture must look forward - not just aesthetically, but environmentally.
More than a Collection
This collaboration is about identity. It’s about how football intersects with fashion, art, and community. It’s about creating something disruptive that resonates globally - from Milan’s Curva Sud to creative hubs around the world.
“Chaos is Order” isn’t just a slogan, it’s a philosophy. It’s the idea that creativity emerges from passion, noise, rivalry, and culture colliding.
And with PUMA, AC Milan, and Slam Jam leading the way, football’s future looks louder, darker, and more exciting than ever.
Benvenuti all’Inferno. Welcome to the chaos.