Inter and Sector No Limits Celebrate Fashion and Football at Milano Fashion Week

Milan, September 2025 – FC Internazionale Milano and Sector No Limits, the iconic Italian watch brand, took centre stage during Milano Fashion Week with the launch of their first joint project as part of their new partnership. Sector, which became Inter’s Official Timekeeper at the start of the 2025/26 season, hosted an exclusive pop-up store and “Fashion Pre-Match” event blending sport, lifestyle, and fashion in the heart of the city.

Sector x Inter Pop-Up Store

From 22 to 29 September, Sector No Limits transformed the historic newsstand at Corso Venezia 51 into a unique Sector x Inter pop-up store. The activation showcased the exclusive watch collection dedicated to the Nerazzurri, celebrating values of determination, passion, and ambition — the very principles that unite both Inter and Sector.

The “Fashion Pre-Match” Experience

The highlight of the activation was the “Fashion Pre-Match” event on 26 September, which recreated the atmosphere of a football pre-match ritual during fashion week. Inter’s Chief Revenue Officer Giorgio Ricci attended the celebration, which featured a DJ set, VIP guests, and Milano’s creative community. The evening delivered a unique blend of football energy, urban style, and experiential marketing.

A New Approach to Communication

The project reimagined the role of a newsstand, turning it from a traditional point of sale into an urban hub that fused retail with experience. This innovative approach to brand activation demonstrated how football and fashion can create new cultural touchpoints, highlighting a lifestyle where courage, passion, and ambition drive both sport and style.

Sector No Limits and Inter

Known for its slogan “No Limits”, Sector has long been associated with adrenaline, challenge, and achievement. By aligning with Inter, one of Europe’s most historic football clubs, the brand strengthens its positioning at the crossroads of sport, culture, and lifestyle. For Inter, the partnership underscores its strategy of working with brands that resonate with global audiences and Milan’s strong tradition of fashion and design.

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