Hello Kitty is doing her bit to encourage female football fans as Sanrio has teamed with Italy’s AC Milan for a co-branded collection of sports gear.
The iconic Kitty will launch the new collection later this month at the San Siro football stadium, before launching at AC Milan stores and online in the second half of the year.
The line is planned to then expand beyond Italy to retailers across Asia and Japan.
“The idea to associate a female soul to a top level male sport cam e awhile ago with AC Milan,” said Paolo Casarini, licensing director, Sanrio.
“Today, and with lots of female fans in the sport, the new collection has a natural target.”
Jaap Kalma, commercial director, AC Milan, added: “Hello Kitty is a prestigious and important character, highly adored by young people all over the world.
“We are thinking about organizing other initiatives with Hello Kitty and our club mascot Milanello, and we will see them together soon at San Siro with our fans. We are certain that this character will be liked by the Milan fans and from this we will see several other interesting initiatives.”