While brands like the New York Yankees boast globally recognized logos, on the stage of the Champions League final, where Paris Saint-Germain faces Inter, another major cultural icon takes prominence: Michael Jordan`s Jumpman logo. Although PSG will wear their standard Nike home kit rather than their co-branded third kit for the final, the enduring partnership with the Jordan brand has propelled PSG jerseys worldwide, solidifying their status in both growing streetwear culture and expanding football influence.
Since 2018, PSG and the Jordan brand have collaborated, injecting a unique streetwear sensibility into the world of football. While success on the pitch is paramount, PSG president Nasser Al-Khelaifi strategically prioritized the club`s commercial development to boost revenue and attract global superstars. At the time, PSG sought to enhance its visibility beyond just kits, resulting in a partnership encompassing over 90 different items – a pioneering approach for football clubs that is now becoming increasingly common.
According to PSG Chief Brand Officer Fabien Allegre, “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…And it changed the game: sport and fashion were no longer observing each other from afar, they were actually meeting.” He added, “6 years later… during Paris Fashion Week, we wrote a new page in our collaboration by launching Jordan Wings x PSG: an exclusive collection… designed to appeal to both fashion and sports fans… It`s no longer just a collab, it`s a real cultural alliance. We`re moving forward together, never settling for anything less.”
Developing a unique identity has been crucial, and the Jordan brand collaboration has significantly contributed to this, even influencing shirts that don`t feature the iconic central stripe representing the French flag. Naturally, being a fashion-forward club must be balanced with on-pitch success, something PSG has managed effectively under Al-Khelaifi`s leadership.
Allegre reflected on the club`s journey: “Back in 2011, our President shared a clear vision: to make Paris Saint-Germain a global brand both on and off the pitch… 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… Then, 7 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 strategic vision is evident both commercially and on the pitch. Al-Khelaifi has transformed PSG from a mid-table French team into a dominant force in Ligue 1, now reaching their second opportunity to win the club`s first-ever Champions League title. Ranked third in the Football Money League, PSG is one of only three teams in the top 10 never to have won the UCL. Winning this title is seen as the crucial step to propel PSG to the next level, a feat they aim to achieve in Munich on Saturday.
Champions League Final Details
- 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
Adrian Whitmore 
Benedict Kingsley