Paris Saint-Germain (PSG) has built a reputation of being the culture club of the world. It has been at the forefront of fashion and sports. Through the 2010s, it established itself as the leading streetwear club in the world, as the club was seen as a trailblazer in the sports marketing world. So when the idea of running a collaboration with the Jordan brand was presented, the club jumped at the opportunity. The club saw the connection to Jordan as a way to carry the team’s brand image onto the global scene (Jones).
In 2018, PSG revealed the most anticipated football collaboration of all time, as it became the first club to link up with the Jordan brand. It not only showed its position as a leader in the athletic fashion game but showed the club’s forward thinking in marketing and advertising (“Nike and PSG Launch 18/19 Jordan Collection at Parc des Princes”).
The collaboration between PSG and Jordan was solidified when celebrities Justin Timberlake and Travis Scott stepped out at their respective shows in France wearing co-branded items (Jones).
PSG x Jordan Kits
PSG became the first elite club to have match day kits produced by a non-footballing brand. The Jordan brand produced two kits worn exclusively by the club in the Champions League.
In 2018, PSG signed a $200 million three year deal with Jordan.
The attention this collaboration received was unparalleled. Fans from both sports were excited for the crossover (Jones).
“From its inception it became instantly clear that PSG x Jordan was more than just a PR stunt; it represented the dawn of a new age for both football and basketball culture” (Jones).
The success of the PSG x Jordan partnership introduced the world of football to the concept of collaborations and opened up a whole new space for the commercialization of football. It re-wrote the rules on branding and showed how the “Jordan Effect” could impact sports outside of basketball. This collaboration shows that the Jordan brand not only influenced the marketable of Michael Jordan himself but transcended basketball and impacted the world of football, starting with the PSG club.