Unprecedented.Ĭoming from football, the PSG brand, which has acquired astounding legitimacy in sportswear and urban fashion, is gradually adopting the codes and attitudes of a luxury brand. Even Justin Timberlake wears PSG X Jordan. It made a huge impact, completely selling out within just a few days. The “jumpman” logo was a first for the club's jerseys. In 2018 the PSG brand joined forces with Jordan and scored a major win - in terms of image, international popularity and of course commercial sales. The posters for its most important matches are designed by trendy artists, famous illustrators and graphic designers (Kongo, Mambo, Jonone…), while Parisian designers like Maison Labiche and Cinabre develop cutting-edge clothing collections. It's a far cry from yesteryear’s beer and sausages sold on match night. Trend-setters wear limited edition jerseys sold only in the archipelago. In Japan, where Paris Saint-Germain opened both a boutique and a café to better exemplify true French lifestyle, the club has turned into a major fad. Another contract was signed with the Rolling Stones to develop a line of clothing and accessories. PSG recruited Guillaume Salmon, former communications manager of Parisian concept store Colette, to choose the right brands and explore meaningful collaborations. One year later, Indian designer Manish Arora embraced the club's colors and applied them to a whole range of clothes. Even Beyoncé was photographed wearing an PSG-branded creation. In 2017, thanks to a collaboration with designer Christelle Kocher, the club sported jerseys reinterpreted by the Koché fashion house that proved to have vast appeal to people and celebrities all over the world. These new and original collaborations have brought PSG to new, different audiences time and again. That's what sets us apart from other cities, what makes us different, unique it’s this that gives us the capacity to be a lifestyle brand, with a strong creative content.” And, we add, to then take it one step further and imagine different things, to stretch the brand into territories previously unexplored by the big football clubs: like fashion, music, art. “We have capitalized on the DNA of Paris, its roots, its identity, its originality. “Fashion, style, design and elegance are the hallmarks of Paris,” says Fabien Allegre, Director of Merchandising and Diversification for the PSG brand. Briefly, they even toyed with the idea of renaming the club Paris SG, to do away with the historical reference to Saint-Germain-en-Laye. This meant modernizing its image, starting with its logo (restyled around the Eiffel Tower). To do this, Paris Saint-Germain chose to capitalize on… yes, Paris – to really become the home team of the City of Light. We see this as an opportunity to create a great club of international stature in France.” And yet Paris has only one club, while most major capitals like Madrid or London have at least two. “It's the city of fashion, gastronomy, arts and great museums. “Paris is the number one tourist destination in the world,” said Al Khelaïfi at the time. His ambition? To play on the same level as the biggest names in sports, to be spoken of in the same breath as the New York Yankees and the Chicago Bulls. “In the coming years, we will work to make PSG a great team and a strong brand on the international scene, which will make the fans proud," he explained at the time of the acquisition. But its new president, Nasser Al Khelaïfi, had one ambition: to transform the club into a global sports brand in the mold of the major American NBA (basketball) or MLB (baseball) franchises. The more you watch him play, the more you realize that he is not quite 17 years old.When Qatar Sports Investments (QSI) bought the club in 2011, Paris Saint-Germain, the product of a merger of a number of small local clubs in 1970, was just one of many football clubs in France, and an only modestly successful one at that: 18 trophies, including just one European title, back in 1995. He has the propulsion and skill to move the ball smoothly forward, and the tactical flexibility to play wingback as well. This season, he was selected for the starting lineup ahead of Fabián Ruiz and Carlos Soler, and was also chosen as the captain of the U-21 French national team, which was skipped over. The 17-year-old threat made a shocking debut, breaking numerous records for the youngest player in the club’s history, including the youngest player to score a goal. Market value: €60.00m Treasures of the PSG Academy Summer transfer market|2023 / 2024 season Transfer IN
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