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2013
2015
Official partner
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Braun Partnered with AC Milan as Official Sponsor and Launched “Shave Your Style” Campaign in 2013
On September 10, 2013, German consumer brand Braun, known for its premium grooming products, announced a new sponsorship agreement with Italian football club AC Milan, becoming an Official partner for the 2013-14 season. The agreement, arranged with Infront Italy, AC Milan’s sponsorship advisor, provided Braun with prominent branding opportunities at the San Siro stadium and the club’s training ground, Milanello. As part of the partnership, Braun also gained visibility on AC Milan’s official website and in its club magazine, Forza Milan!
The “Shave Your Style. #RespectMyStyle” Campaign with Fondazione Milan
Alongside its sponsorship, Braun collaborated with Fondazione Milan, AC Milan’s charitable organization, to launch the “Shave Your Style. #RespectMyStyle” campaign. This initiative, aimed at Italian youth, focused on promoting respect and individuality. The campaign sought to raise awareness about the importance of respecting personal style and diversity, encouraging young people to embrace both self-expression and mutual respect. The project addressed issues such as bullying and social exclusion, with the goal of fostering a more inclusive environment for young people.
Key Components and Social Impact of the Campaign
The “Shave Your Style” initiative reached young people through a variety of educational activities, including:
- School Engagement Program: This program involved 30 schools in six Italian cities, engaging approximately 5,000 students and teachers. Workshops and events featured experts discussing respect, individuality, and self-expression.
- Educational Competition: Students were invited to share their own “stories of style and respect,” fostering an appreciation for diversity.
- Fundraising Initiatives: Through P&G Italia’s social media platforms and Braun stores, Braun raised funds for the campaign. From October 15, 2014, to June 30, 2015, Braun contributed €1 for each grooming product sold, ultimately dedicating €100,000 to support the campaign.
- Football School Outreach: The campaign’s message extended to Milan’s football schools throughout Italy, reaching approximately 30,000 young players.
AC Milan Players as Campaign Ambassadors
To represent the campaign, four AC Milan players—Keisuke Honda, Nigel De Jong, Philippe Mexès, and Sulley Ali Muntari—served as ambassadors. Each player brought unique skills and personal styles to the team, symbolizing the campaign’s message that individuality and respect are essential both on and off the field. Through their participation, the players helped inspire young fans to appreciate diversity and personal expression within a team setting.
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