Among the world`s most recognized sports symbols, Michael Jordan`s Jumpman logo stands out. This iconic branding has been prominently featured through a significant partnership with Paris Saint-Germain. While the team often uses their standard Nike home kit for major games, the enduring collaboration with Jordan Brand, established in 2018, has propelled PSG jerseys onto a global stage, contributing significantly to the club`s rising influence in both football and streetwear fashion.
This alliance with Jordan Brand brought a fresh perspective to the intersection of soccer and street culture. Beyond on-field performance, PSG president Nasser Al-Khelaifi prioritized the club`s commercial growth to attract global talent and increase revenue. The partnership aimed to boost PSG`s visibility far beyond just kits, encompassing a wide array of over 90 different items – a groundbreaking approach for football clubs at the time that has since become an industry standard.
PSG Chief Brand Officer Fabien Allegre highlighted the foundation of the partnership as a shared belief that talent transcends different fields. He noted that the initial PSG x Jordan kit was widely seen as a surprising collaboration, effectively changing the landscape by bringing sport and fashion into direct connection. Allegre also mentioned a more recent milestone in January 2025 during Paris Fashion Week: the launch of the “Jordan Wings x PSG” collection. This exclusive line, crafted in Italy and France and designed for fashion and sports fans alike, saw an overwhelming response at its Paris pop-up, demonstrating that the relationship has evolved from a simple collaboration into a true cultural alliance focused on continuous progress.
Cultivating a unique identity is vital, and alongside Jordan Brand, PSG has successfully developed one that resonates even on jerseys that don`t feature the club`s traditional central stripe symbolizing the French flag. While success on the pitch is crucial for a forward-thinking club, PSG has skillfully balanced this with their fashion and cultural ambitions under the leadership of Al-Khelaifi.
Fabien Allegre recalled President Al-Khelaifi`s clear vision from 2011: to transform Paris Saint-Germain into a global brand both on and off the field, aspiring to be both a successful football club and a cultural entity. This ambition quickly led to unprecedented collaborations for a football club, including features at the famous Paris store Colette and participation in Paris Fashion Week with partners like Koché and Bape. Allegre emphasized that the Jordan Brand collaboration that followed several years later was not merely about style but about expanding PSG`s universe, connecting with a new generation of fans from diverse backgrounds, and forging essential links to be recognized as an innovative brand.
This dual vision has yielded results on and off the pitch, with Al-Khelaifi guiding PSG from a mid-table French side to a dominant force in Ligue 1. The club has reached its second Champions League final, seeking to claim a historic first title. Currently ranked third in the Football Money League, PSG is one of the few top clubs that has yet to win the Champions League trophy. Securing this title is seen as the necessary step to elevate PSG to the very highest echelon of European football.
