Nike and Paris Saint-Germain (PSG ), who recently penned a new £80m annual kit supplier partnership, launched the team’s new 2019/20 season home kit through an integrated campaign that spanned a launch event, PR, video and still images, social content, in-store work and a fan treasure hunt challenge.
The launch initiative kicked-off on 30 June with a spearhead spot amplified across the club’s social channels.
This was followed by an unveiling event for the media on 1 July where the strip was modelled by a strong line up of players including Mbappe, Cavani, Verratti and Neymar.
Another notable strand of the launch campaign was a fan treasure hunt in four global cities: Paris, New York, Sao Paulo and Shanghai.
This saw fans given clues given on social media which gave participants the chance to find and claim the first four Paris Saint-Germain shirts for the 2019/20 season: each of which carries the names of the city they are found in and the number ‘1’.
The 2019/20 Paris Saint-Germain shirt is available at 9am on psg.fr, at the official PSG store and across the club’s networks of shops and authorised retailers.
According to Nike, the kit was inspired by the club’s ‘iconic Hechter design’ with three strips white-red-white verticals running from the V-neck to the bottom of the shirt.
The shirt features the club’s two colours – red and blue – and also includes a contemporary reworking of the shirt’s design. Rolling out just a few months before PSG’s 50th anniversary, the 2019/20 home shirt both celebrates the club’s heritage and breaks new ground: ‘fusing its heritage with the future through style with innovation’.
The Nike swoosh is on the inside of the shirt and the kit is completed with all blue shorts and socks.
“The shirt launch and the presence of our new title partner are landmark events for the club and its supporters,” said Paris Saint-Germain Chairman and CEO Nasser Al-Khelaïfi.
“The shirt we are unveiling today is the first since we formally renewed our partnership with Nike and the first of the ALL – Accor Live Limitless era that we are now embarking on. Paris Saint-Germain and its legendary shirt have never been so visible and popular around the world. Our supporters proudly wear our colours on every continent and the phenomenon is growing with every season. The future is written in Red and Blue.”
The new Nike/PSG kit also marked a new era for the club as the jersey features new shirt sponsor ‘ALL – Accor Live Limitless’ after the new loyalty programme of the Accor Group signed a global partnership with PSG on 1 March 2019 (see case study).
Replacing previous sponsor’s ‘Fly Emirates’ logo, this will mark the first time that a single shirt sponsor features on the jerseys of all the teams in Paris Saint-Germain’s club (spanning the men’s and women’s football teams, plus the handball side too).
Accor Live Limitless (ALL) also activated around the shirt launch with a player/fan fronted and hotel linked new shirt social video,
Let’s open the door to new experiences with @PSG_inside #Accor #LiveLimitless #PassTheJersey pic.twitter.com/XUFAkpoqOa
— ALL – Accor Live Limitless (@All) July 1, 2019
and a striking PSG shirt wrap of the company’s headquarters building in Paris.
Check out Accor headquarters' new design in Paris! Take your passion for the beautiful game further with ALL and @psg_inside #Accor #LiveLimitless pic.twitter.com/JPuuUgcwug
— ALL – Accor Live Limitless (@All) August 3, 2019
Comment:
PSG may currently be the most fashionable jersey in European football
And fans may snap up the new kit, but fashionistas, however, may wait until the launch of the new Jordan brand PSG collaboration for the UEFA Champions League.
Nike and the club will hope to exceed the 1 million jersey sales racked up last year.
The kit launch follows hot on the heels of PSG and Nike announcing a supplier partnership extension running until 2032 which has been widely reported to be worth £80m per year.
The value triples the £25m that Nike paid PSG during the previous contract, making it the most valuable and longest running deal in the Paris club’s history.
The first move of the agreement, which in fact triples the
Putting the French champions ahead of other major European clubs such as Manchester City, Chelsea, Arsenal, Bayern Munich, Tottenham Hotspur and Liverpool and behind only Real Madrid, Barcelona and Manchester United.
“The agreement represents a very important milestone, reflecting what the club has become on the global stage and the great ambitions we have for the future,” PSG chairman and CEO Nasser Al-Khelaifi said in a statement.
“Nike has been the club’s most faithful partner and this deal shows its firm commitment to continue with us every step of the way for many years to come. Thanks to Nike and Jordan we have had a record season for shirt sales, one of the biggest in European football. We look forward to continuing this fast-paced growth and break yet more new ground in the years to come.”
Links:
PSG
https://www.youtube.com/user/PSGofficiel
https://www.instagram.com/psgofficiel/
https://twitter.com/PSG_inside
Nike
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
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