In a world often captivated by the ephemeral glitz of fashion, Giorgio Armani, the titan of timeless elegance, found his truest, most enduring passion not on a catwalk, but on the polished hardwood of a basketball court. His journey with Olimpia Milano, the venerable Italian basketball club, wasn`t a pursuit of additional visibility – he already commanded the world’s attention. Instead, it was a profound act of love: for the sport, for his family`s connection to it, and for the vibrant city of Milan itself. A commitment that, as he once famously quipped, he “never regretted, even when we were losing.”
More Than a Patron: A Visionary`s Dedication
Armani’s entry into the basketball arena in 2008 was less a calculated business move and more a rescue mission imbued with his signature style. Olimpia Milano, a club steeped in history, was facing a crisis. It was then that the designer, known for stripping away excess to reveal essential beauty, decided to step in. His motivation was disarmingly simple: the team “really needed it.” What followed was an odyssey of unwavering dedication and substantial investment, reportedly over 200 million euros – a sum that speaks volumes about the depth of his affection rather than mere financial muscle.
He once mused that he “didn`t imagine it would require such commitment,” a statement delivered, one suspects, with a knowing smile. A man who had built a global empire through meticulous thought and relentless creation understood the value of sacrifice. It’s the same sacrifice, he knew, that fuels champions in sport. Years of strategic interventions and unyielding trust were poured into reviving the most followed, beloved, and decorated club in Italian basketball.
The Art of Victory: Elegance Meets Athleticism
For Armani, sport shared a surprising kinship with fashion. “Today they have much in common,” he observed. “Personally, I think that in fashion, combining elegance and performance is the future.” This philosophy, which defined his revolutionary approach to clothing – prioritizing comfort and clean lines over superfluous embellishment – seamlessly translated to the court. He wasn`t merely a spectator; he was an architect, imagining and rejoicing in the beauty of athletic endeavor. He described basketball as “engaging, action-packed, fast… highlighting team spirit, athletic gesture, quick and fun play.”
The turning point arrived in 2014. After an 18-year drought, Olimpia Milano clinched the Scudetto. Armani recalled it as “one of the strongest emotions of my life,” describing jubilant fans flooding the court, laughing, crying, and singing. It was a moment of pure, unadorned joy, devoid of the fashion world`s curated applause. “An interesting medal,” he noted, “because there`s no fashion, and I particularly like it.”
A Legacy Beyond the Trophies
Under his stewardship, Olimpia Milano`s trophy cabinet swelled, accumulating:
- 6 Scudetti (Italian Championships), with the latest in 2024
- 4 Coppa Italia titles
- 5 Italian Supercups
These victories, he maintained, were the “culmination of work carried out day by day,” a testament to constant commitment and collective effort. He reveled in the idea that they won “the right way, all together, as the players shout before going on court.”
Armani`s impact transcended titles. He transformed Italian basketball itself, elevating its stature and forcing other clubs to raise their organizational and investment benchmarks. He cultivated a vibrant, diverse fanbase, proudly noting that 40% of Olimpia`s audience was female, contributing to an “enthusiastic and lively atmosphere.” He even took a playful jab at the media, asserting that “not enough is spoken about basketball” – a subtle push for wider recognition of his beloved sport.
Anecdotes of a Quiet Passion
Despite his iconic status, Armani was profoundly human in his affection for Olimpia. He confessed his only regret in life was spending “too many hours working and not enough time with friends and family,” a sentiment perhaps mitigated by the familial joy he found in basketball. When asked if he’d ever attended a game before owning the team, he recounted a charming tale from the 1960s, attending Borletti games where “all of Milan`s high society went to the match, especially because there were three handsome players, three tall guys, who excited the Milanese ladies of the time.” Measured, calm, regal – always with a touch of charm.
His quiet nature occasionally broke through, particularly during moments of triumph. For Olimpia’s 30th Scudetto in 2023, he displayed a rare public exuberance on live television: “For the first time in my life, I feel a blatant happiness. The emotion you get from people applauding, in a Forum like this, is truly special.”
“My greatest weakness is that I control everything,” he once told the Financial Times. It was true in fashion, and it was true in basketball. His formidable strength, he asserted, was “the ability to believe in my ideas and the determination, sometimes stubbornness, to see them through.”
A Lasting Hoop Dream
Under Armani`s guiding hand, Olimpia Milano made history, becoming the first European club to play another European team in an NBA arena (against Maccabi in 2015) and the first Italian club to win at Madison Square Garden. He brought in exceptional coaches and players, recognizing leaders like Ettore Messina, whose team-centric approach to sport mirrored his own in fashion. When playfully asked to choose between a Scudetto and a EuroLeague title, his answer was characteristic of his boundless ambition: “The sky is the limit. So why not both? I wouldn`t want to place limits on the team.”
Giorgio Armani`s love affair with Olimpia Milano was a testament to a man who, despite reaching the pinnacle of one global industry, found profound, unadulterated joy and purpose in another. It was a commitment forged in passion, sustained by vision, and cemented by an elegance that truly transcended the runway to grace the basketball court.
— A Tribute to a True Visionary
Gilbert Pendleton