Under Armour inaugurates its new Brand House in Corso Buenos Aires. The event brings together music, movement, and the attitude of those who treat Milan as their arena. Music fills the air at Bene Bene Bar, while a community gathers around shared energy and determination.
Guests are invited to begin the evening at the new Brand House, where exclusive fanzines and access tokens set the tone for the night. The publication, created with the photographs of Mattia Greghi, frames Milan through the lens of athletic drive and street culture, portraying a city that trains, persists, and evolves through its people.
“Make the streets your training ground.”
At Bene Bene, Romina Thomas curates the atmosphere through sound, connecting urban dynamics with the pace of discipline and resistance. Visual projections by Michelle Pan expand the experience, showing behind-the-scenes moments from the making of the fanzine.
“Milan is our Arena” defines a relationship between movement and identity, between individuals and their environment. Under Armour transforms this opening into a collective statement of strength.
“Milan is our arena. A place where challenges drive progress, and every obstacle becomes an opportunity to perform.”
November 6
New Under Armor Brand House,
C.so Buenos Aires, 56
From 7PM to 11PM
Bene Bene Bar,
Via Morgagni 31
from 8PM
DJ Set by Romina Thomas
RSVP here
Photography Mattia Greghi