The New York Yankees logo is undoubtedly one of the most recognizable in sports. However, in major matches like the Champions League final, brands like Michael Jordan`s Jumpman logo take center stage. While Paris Saint-Germain might opt for their standard Nike home kit in crucial matches instead of a third kit featuring the iconic Jumpman, their partnership with the Jordan brand has propelled PSG merchandise globally, even extending the club`s reach into the streetwear scene alongside their growing presence in football.
The collaboration between PSG and Jordan brand, established in 2018, injected a fresh perspective into the intersection of soccer and streetwear. Beyond on-pitch performance, PSG President Nasser Al-Khelaifi strategically prioritized the club`s commercial growth. This focus was crucial for boosting revenue and attracting global superstars. At the time, PSG aimed to heighten its visibility. The partnership went far beyond just jerseys, encompassing over 90 different items – a pioneering move for football clubs that has since become increasingly common.
Fabien Allegre, PSG Chief Brand Officer, commented on the collaboration`s foundation: “A shared conviction: that talent transcends disciplines. The first PSG x Jordan kit, a collaboration that was so surprising for both worlds at the time, according to the media… And it changed the game: sport and fashion were no longer observing each other from afar, they were actually meeting.” He added, “Six years later, in January 2025 during Paris Fashion Week, we wrote a new page in our collaboration by launching Jordan Wings x PSG: an exclusive collection made in Italy and France, designed to appeal to both fashion and sports fans. The drop took place in our pop-up in Paris and the response was overwhelming. It`s no longer just a collab, it`s a real cultural alliance. We`re moving forward together, never settling for anything less.”
Cultivating a distinctive identity is hugely beneficial, and the partnership with Jordan brand has enabled PSG to achieve this, even on shirts that don`t feature their traditional central stripe symbolizing the French flag. Naturally, being a fashion-forward club must be complemented by success on the pitch, a balance PSG has managed effectively under Al-Khelaifi`s guidance.
Allegre reflected on this vision: “Back in 2011, our President shared a clear vision: to make Paris Saint-Germain a global brand both on and off the pitch, and for me the objective was to be both a successful football club and a cultural brand in its own right. This ambition quickly took shape with unique collaborations that had never been done before by a football club, a showcase in the iconic Paris shop Colette, and our first appearance at Paris Fashion Week, in collaboration with Koché and Bape.” He continued, “Then, seven years ago, our collaboration with Jordan Brand. Once again, it wasn`t just a question of style, but of expanding our universe, connecting the new generation of fans from different universes and creating those essential links to be recognized as an innovative brand.”
This dual vision has materialized both on and off the field. Al-Khelaifi transformed PSG from a mid-table French team into a dominant force in Ligue 1, now striving for their inaugural Champions League title. Rising to third in the Football Money League, PSG stands as one of only three teams in the top 10 yet to win the UCL, alongside Tottenham and Arsenal. Securing that title is seen as the crucial step to elevate PSG to the highest tier. They had an opportunity to achieve this in Munich.
How to watch the Champions League final, odds
- Date: Saturday, May 31 | Time: 3 p.m. ET
- Location: Allianz Arena — Munich, Germany
- TV: CBS | Live stream: Paramount+
- Odds: Paris Saint-Germain +105; Draw +240; Inter +270
