What went down at Sweet Soccer's Milan debut nss sports and Cisalfa Sport celebrate street football culture

On Friday, June 5, the nss newsstand in Piazza Bruno Buozzi, Milan, became the meeting point for everyone who shares a vision of football that extends beyond ninety minutes and professional competition. With the first edition of Sweet Soccer, the project born from the collaboration between nss sports and Cisalfa Sport, a new journey began—one dedicated to the culture of street football and its influence on the contemporary imagination.

During the event, the new football kit created by nss sports in collaboration with Cisalfa Sport was officially unveiled. A jersey-and-shorts combination designed to visually translate the aesthetic of Sweet Soccer, blending references from contemporary streetwear and football culture. Alongside the kit, visitors were also introduced to Sweet Soccer. The Evening Football Manual, the fanzine created to collect and celebrate the games that shaped the childhood and teenage years of thousands of young people. A sentimental archive of orally transmitted rules, improvised matches, and urban rituals that helped define a unique way of experiencing the beautiful game.

The takeover of the nss newsstand marks only the first chapter of Sweet Soccer. Throughout the summer, the project will continue through a series of events, activations, and gatherings designed to bring street football back to the center of the cultural conversation. An itinerant journey aimed at celebrating the urban spaces and communities that, far from the spotlight of major stadiums, continue to keep the game's most authentic spirit alive every day.