Paris Saint-Germain`s collaboration with Nike`s Jordan brand has significantly boosted the club`s global identity and commercial appeal. While they wore their primary home kit for the Champions League final, the presence of Michael Jordan`s famous Jumpman logo on their third jersey symbolizes a groundbreaking partnership that has sent PSG merchandise across the world, establishing the club as a growing force in both soccer and streetwear culture.
Since 2018, PSG and the Jordan brand have forged a unique alliance, injecting a distinct streetwear perspective into the football world. Beyond on-field competition, PSG President Nasser Al-Khelaifi has strategically prioritized the club`s commercial growth, recognizing its importance for increasing revenue and attracting elite global talent. This focus on visibility extended past jerseys, encompassing over 90 different collaborative items – a pioneering approach for a football club that is now becoming increasingly common.
Fabien Allegre, PSG`s Chief Brand Officer, highlighted the shared belief underpinning the partnership: that talent knows no boundaries. He recalled how the initial PSG x Jordan kit collaboration surprised many but ultimately changed the game, bridging the gap between sport and fashion. Six years later, collections like `Jordan Wings x PSG,` produced in Italy and France and unveiled during Paris Fashion Week, demonstrate the evolution of this relationship. Allegre describes it not merely as a collaboration but a “real cultural alliance,” emphasizing their commitment to pushing boundaries together.
Cultivating a unique identity has been a key achievement, aided by the Jordan brand partnership, which resonates even on kits that diverge from PSG`s traditional design featuring the central stripe. While on-pitch success remains vital, PSG, under Al-Khelaifi`s stewardship, has effectively balanced athletic performance with strong brand building.
Allegre reflected on the president`s vision from 2011 to transform PSG into a global brand on and off the pitch, aiming to be both a successful football club and a cultural icon. Early initiatives included unique collaborations and appearances at Paris Fashion Week. The Jordan brand partnership seven years later was a pivotal step, expanding their universe, connecting with a new generation of diverse fans, and cementing their reputation as an innovative brand.
This strategic brand development has paralleled significant on-field progress. PSG has evolved from a mid-table French side to the dominant power in Ligue 1 and reached their second Champions League final, aiming for their first historic title. Ranking high in financial standings, PSG is one of the few top clubs without a Champions League trophy. Securing this prestigious title is widely seen as the crucial next step to propel PSG to the absolute pinnacle of global football.
