Paris Saint Germain: The Air Jordan Fashion Collaboration

Paris, France. Home to the famous tower of Eiffel. Also known as the most romantic city in the world. I don't knoe how much truth there is to it because I have never been there. But this city is literally also the fashion hub to the world. Paris is many things. But the biggest thing currently which is making paris known to the world is a football club. Paris Saint Germain. For a club that hasn't been that much relevant even for the better part of this millennium too, PSG has enjoyed an astronomical growth. And it has become the most fashionable club in the footballing world currently. It's pretty obvious and you can decode it just by looking a bit closely. Nonetheless, let me break it down for you.

PSG has always tried to be relevant on the world stage. Being the club of the capital of France, PSG had weights of expectations on their shoulders. Transfers like Ronaldinho and Beckham are some good example. But it wasn't working. Then came some rich oil money country who wanted a piece of big pie of the lucrative business of football. Since UAE were already in the game so Qatar wanted in too. They bought PSG. And PSG's growth began. Yes PSG's success heavily relies on the investments from Qatar Sports Investment group which is literally run by the Qatari royal family and their owner Nasser Al Khelaifi is literally a sheikh. But investments of oil money aren't very reliable. Malaga is a good example of what can happen in this situation. Someday I'll write about it.

Anyway, since the board of PSG know that the oil money investments aren't sustainable and all the powers reside to one man, the owner. So they wanted to make more sustainable revenues. Because PSG is in Paris so they also want to embody the fashion statement of the city. PSG knows that as days pass, football is getting mixed with the urban street and hip hop culture. Artists wearing football jerseys and jerseys becoming more and more fashionable is a market that PSG have captured.

Celebrities from other sports such as Stephen curry and Kevin Durant have endorsed the club almost organically. Also other artists such as Kendall Jenner too was attached to the club. These endorsements bring huge figures of fan following to Paris. But the biggest jump was when Paris signed a kit sponsorship deal with Nike owned Air Jordan. Air Jordan has it's roots in basketball and in USA. While PSG has in football and Europe. And the deep collaboration between these two has made them millions.

PSG is more spread across the world just because their "cool" looking jerseys, and Air Jordan also getting a recognition to people who are not into sneakers or basketball. Just look at PSG's shirt sales. Astronomical. There is a big market of authentic brands and pop culture in China. By using Air Jordan PSG can also reach that market too and get familiar with the Chinese and in turn have a scoop of the Asian market. All the while PSG has been able to sell shirts in USA too. And in large volumes, thanks to Air Jordan.

And about the fashion statement I was talking about? The PSG and Air Jordan collaborate has not only football shirts of almost 70 different products for people of all ages. And all these products are shown off from the football pitch to the fashion show ramps of paris. Just like Gucci, Chanel, Luis vitton, the PSG - Air Jordan collab too is now a successful venture of sports and fashion.