Sep 20, 2018 Why the Paris Saint Germain and Jordan Brand Partnership Works
Ligue 1 powerhouse Paris Saint-Germain debuted their new Jordan Brand kits against Liverpool FC in their UEFA Champions League showdown. Although they lost 3-2 on a Roberto Firmino goal, everyone has been commenting on the new PSG kits.
The third kit is specifically for Champions League and dons the iconic Jumpman logo instead of the Swoosh. Alongside the kits, Jordan Brand has dropped a capsule collection featuring hoodies, basketball jerseys, Nike Mercurial Vapors, Nike Phantom Vision and Jordan Vs.
Outside of the US, Parisians are the biggest consumer of Jordan Brand products. With the annual streetball basketball tournament Quai 54 being a mainstay in Paris, Jordan Brand has moved bigger than basketball and represents a lifestyle and culture that’s in tune with what street culture in Paris.
“Jordan Brand and Paris Saint-Germain share a distinct position in sport and style, so to partner with the club is a natural fit.” says Michael Jordan himself.
With young superstars Neymar and Kylian Mbappe on the current squad and how popular PSG is with the under 18 demographic, it’s more than fitting that the partnership helps keeps Jordan Brand relevant with Michael Jordan now being retired 15 years. It helps Jordan Brand to move into a new sector with the story and narrative making sense for all parties involved.