From Paris With Love: The story behind Air Jordan x PSG
Ever wonder how Air Jordan ended up across the pond in France, linking up with Ligue 1 champions Paris Saint-Germain? In my latest article for Laced, I take a look at how the collab came about and why it made sense for Jordan to take the leap into European football.
We generally link European sports teams with sponsors such as Nike and Adidas. Most major sports teams are sponsored by these brands. Of course, we have the odd Umbro sponsored team, and New Balance is trying their best to break into football. But we have never really seen Jordan Brand venture away from American sports until their unique partnership with Frenchttps://blog.laced.co.uk/from-paris-with-love-the-story-behind-air-jordan-x-psg/h football powerhouse Paris Saint-Germain. Better known as PSG, the world-class outfit broke away from solely using Nike and became the first team to be sponsored by Jordan Brand too.
The deal was lucrative for both PSG and Jordan. Paris is at the heart of the fashion world whilst also having one of the best football teams. Jordan Brand needs no introduction within the American sports scene, thanks to Michael Jordan’s undeniable success. They also require little introduction to sneaker and streetwear addicts due to the ever-growing success of the Jordan sneakers. Many of the silhouettes often referred to as grail-status. But Jordan Brand had never really broken into the European sports market, until now.
In honour of their upcoming sneaker releases, we take a look at how the partnership came about, what it means for both brands and what the future looks like for PSG x Jordan.
To read the full article, click the link below:
https://blog.laced.co.uk/from-paris-with-love-the-story-behind-air-jordan-x-psg/
Project Tags
Companies
Laced
- Retail