PSG are certainly not shy when it comes to merchandising their brand, and their expansion has continued to gather pace throughout 2019, with the Ligue 1 champions racking up numerous commercial deals, partners and projects to add to their already impressive roster.
As Paris Saint-Germain continue to seek the holy grail that is the Champions League on the pitch, off the pitch they have developed into more than just a football club, to the extent where they now exist as a brand in their own right. And with the likes of Neymar, Mbappe, Cavani and Icardi at their disposal, they remain one of the most marketable club’s in the world, and it’s something they don’t seem afraid to exploit as they look ease the burdens of UEFA’s Financial Fair Play rules.
No potential collaboration appears off the table it seems, as the club have looked to increase the merchandising potential of the PSG brand in 2019 through numerous partnerships.
Having enjoyed a strong relationship with Hugo Boss for several years now, the beginning of the year saw PSG launching its first lifestyle clothing collection with the German brand, and this was followed up recently with a second collection for AW19.
Paris Saint-Germain and Jordan rekindled their immensely successful partnership from 2018 by launching another collaborative clothing capsule in February, ahead of their return to Champions League action. The 14-piece "White/Black" clothing collection was inspired by the famous Jordan branded kits that the club wore in Europe's premier competition that season.
Another brand returning for a second hook up with the club, Japanese fashion label Edifice and PSG launched a collaborative collection for SS19. Not straying too far from the trends of the AW18 drop, the collection featured simplistic colours of white, navy and black for a low-key look.
Nike x PSG Epic React Flyknit 2
Nike's Epic React Flyknit 2 saw a move away from the pitch and the court to expand PSG’s influence to the running world, with a pair of colourways that took their influence from the home and away kits.
This is where things started to get a little beyond the realms of what we'd expect. Not forgetting all the hordes of PSG fans in the urban skate scene, in May the club collaborated with Miami Retailer 'Andrew' for three special edition skate decks.
As inevitable as day following night, 2019 brought us the second season of the hugely successful PSG x Jordan collection. The highlight of this collection was undoubtedly the PSG x Air Jordan VI. Classic Jordan Brand flare was expressed in the rest of the collection through graphics that were inspired by the Air Jordan VI and Infrared colour combination.
Taking care of all PSG fans’ luggage needs, the Herschel Supply teamed up with Paris Saint-Germain to create three distinct collections for Summer 2019: the Offset, Club, and Ligue 1 collections, all comprised of backpacks, duffles, garment bags and travel kits. The collab was yet more evidence, if needed, of the club’s continuing rise as a multi-sport, global lifestyle brand.
Deliveroo
Yep, the latter half of the year is where the club just started to get loose and fancy free. Thanks to the partnership between the two parties, Deliveroo can now deliver food directly to fans in their seats at the Parc des Princes during PSG matches. Modern football, eh?
November saw a flurry of activity, with PSG making public the news that they signed a deal with Fashion Box that would see the company’s Replay brand become the club’s official denim partner for the next four seasons.
PSG launching their own electric bike with the help of Californian brand Super73 – this is where we realised that nothing is beyond the realms of possibility. Some may question why it took us this long. The PSG x Super73-Z electric bike was designed in collaboration with the club to celebrate their 50th anniversary, and it took some aesthetic cues from PSG’s 2019/20 third shirt.
Guassin Group
Not content with an electric bike, PSG turned their attention to fully automated, electric vehicles, as they struck a partnership with the Guassin Group, who will now be using the club's training complex as a testing site for their driverless cars and associated technology. Welcome to the future. Oh, and let's not forget about the acting chops on those boys. What was it we were saying about marketable?
And there's still over a month left of 2019! What will they think of next...
