Leader in sports economic information PSG wears Dior
PSG wears Dior. The French luxury company, controlled by LVMH since April 2017, signs a two-year agreement with the Paris Saint-Germain football club, a milestone in its history: it is its first collaboration with a sports team.
Through this new deal, Dior will design footwear, accessories, and both casual and formal wear for the club over the next two seasons, under the direction of Kim Jones, the company's creative director.
Dior thus follows in the footsteps of other companies such as Thom Browne (who has dressed Fúbtol Club Barcelona since 2018), or Paul Smith (associated with Manchester United for more than a decade). The company takes over from Hugo Boss, who dressed the Parisian team since 2014 and who entered football a year earlier at the hands of the German National Team. Today, Hugo Boss sponsors the Real Madrid team.
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Dior signs its first deal with a sports team
The team, owned by Qatar Sports Investment since 2011, has stars such as Mbappé, Neymar, Messi and Sergio Ramos and anticipated losses of up to 204 million euros for the 2020-2021 season, 60% more than last year . On the other hand, the team, already consolidated as a fashion and lifestyle brand beyond its relevance in the sports environment, has led renowned artists in the world of fashion such as Beyoncé, Rihanna or Kendall Jenner to put on its equipment.
On the field, Paris Saint-Germain wears Jordan, a brand founded by Nike in 1984 with the help of basketball star Michael Jordan. The team has been wearing the Jordan logo on its kit since 2018, and has signed numerous collaborations with the brand since then, such as the Air Max 90 sneakers or the Air Jordan 4.