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Volume 7 No. 149
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PSG Positioning Itself As Lifestyle Brand With Nike, Jordan Brand

PSG wears a Jumpman logo instead of the Nike Swoosh during Champions League matches.
Photo: GETTY IMAGES

Ligue 1 club Paris St. Germain has "stepped up its efforts over the past year to position itself as a lifestyle brand," according to Joshua Robinson of the WALL STREET JOURNAL. Earlier this season, PSG "parlayed its Nike sponsorship into a special line of gear" produced by Jordan Brand. Its Champions League jerseys, for instance, "feature the Jumpman logo instead of the Swoosh." The club "held a Paris fashion show to unveil it." Soon, the list of "A-listers wearing PSG gear included Justin Timberlake and LeBron James" (WSJ, 11/27). In Paris, Ronan Folgoas reported for the first time this season, PSG will wear its white Jordan Brand jersey during its Champions League match against Liverpool on Wednesday. The club has four different jerseys for this season: one home and one away jersey, used in the majority of its Ligue 1 matches, and two "alternate" jerseys created in partnership with Jordan Brand, one black and one white. While PSG normally would wear its black alternate kit at home, the club "deliberately decided" to wear its white Jordan Brand jersey on Wednesday. It is a "marketing decision" guided by the lack of certainty of PSG's future in the European competition (LE PARISIEN, 11/27).