While many sports teams have instantly recognizable logos, Paris Saint-Germain has leveraged a unique partnership that extends its reach globally: the collaboration with Michael Jordan`s Jumpman brand. Though PSG wore their standard home kit for the Champions League final, their ongoing association with Jordan has dramatically increased the club`s worldwide visibility, propelling their jerseys into the fashion mainstream and boosting their profile as a growing cultural force alongside their footballing endeavors.
The collaboration between PSG and the Jordan brand began in 2018, injecting a fresh perspective into the intersection of football and streetwear. Club president Nasser Al-Khelaifi prioritized developing PSG`s commercial appeal alongside on-field success to generate revenue and attract top talent. This partnership significantly enhanced the club`s visibility, extending beyond kits to include over 90 different co-branded items, setting a precedent for how football clubs could engage with lifestyle and fashion.
A shared conviction: that talent transcends disciplines. The first PSG x Jordan kit, a collaboration that was so surprising for both worlds at the time, according to the media…And it changed the game: sport and fashion were no longer observing each other from afar, they were actually meeting.
6 years later, in January 2025 during Paris Fashion Week, we wrote a new page in our collaboration by launching Jordan Wings x PSG: an exclusive collection made in Italy and France, designed to appeal to both fashion and sports fans. The drop took place in our pop-up in Paris and the response was overwhelming. It`s no longer just a collab, it`s a real cultural alliance. We`re moving forward together, never settling for anything less.
Developing a distinct identity is crucial, and the partnership with Jordan has helped PSG cultivate one that resonates, even appearing on kits that diverge from traditional designs like the central stripe representing the French flag. While being a fashion-forward club requires success on the pitch, PSG has effectively managed this balance under Al-Khelaifi`s guidance.
Allegre further elaborated on the club`s strategic direction, stating that since 2011, President Al-Khelaifi`s vision was to establish Paris Saint-Germain as a global entity, successful both in football and as a cultural brand. This ambition led to pioneering collaborations, including showcases at iconic stores like Colette and appearances at Paris Fashion Week. The Jordan Brand partnership, in particular, was seen as a way to expand PSG`s universe, connect with a new generation of fans across different domains, and solidify their reputation as an innovative brand.
This strategic vision has yielded results both on and off the field. Under Al-Khelaifi, PSG has transformed from a mid-table French team into a dominant force in Ligue 1 and reached their second Champions League final, aiming for their historic first title. Having climbed to a high position among football`s wealthiest clubs, PSG recognizes that winning the Champions League is essential to elevate the club to its ultimate desired status.
Dominic Ashworth