Is the strongest indication yet that PUMA are set to become the new sponsor of AC Milan? Young Milan-based rapper Ernia has released a tease track on his YouTube channel firing shoutouts to both PUMA and the club in the lyrics.
Last year AC Milan announced that they'd ended their contract with adidas, paving the way for a new brand to take the reigns in the red half of the city. Since then, speculation has mounted that PUMA were in the driving seat, but as of yet neither party have confirmed those rumours.
An official announcement looks like it could now be imminent, and young rapper Ernia is set to be part of that having filmed the video outside the San Siro, with heavy AC Milan replica branding. Ernia's lyrics feature the lines "And now the Milan wears the skin of the PUMA," and "the jersey changes, but the colours remain the same." An official partnership between the rapper, the brand, and the club he supports looks to be as good as done.
A new Italian rap wave is beginning to connect football, rap and street culture, just like in it has done in France. PUMA have already worked closely with French-rapper MHD in football, and that could well the biggest signal yet that this collab between Ernia, the brand and AC Milan is legit.
