Jordan was born in basketball, but their viewpoint always went beyond that. A few seasons ago, they arrived in Paris with a powerful proposal, a store, the sponsorship of the main streetball tournament (Quai 54) and the French basketball team.
PSG, JORDAN’S FIRM STEP TOWARDS FOOTBALL
When Jordan established itself as an independent brand in 1997, their first objective was to expand territories, not only geographically but also in sports. It is a story that is sometimes forgotten, Jordan supported itself first in its sport, basketball, but soon grew with the arrivals of Derek Jeter (baseball), Roy Jones Jr (boxing) or Randy Moss (American football). Later, Jordan would turn up to athletics, golf, car and motor racing, with surprising incorporations that would connect the brand with artistic tendencies (the saxophonist Mike Phillips or the Les Twins dancers).
Jordan’s arrival in football had to come through Paris. Their team of reference, the Paris Saint Germain, had a profound history of collaborations that had tied them to Nike, Bape, Collete, Koché or Rolling Stones. Jordan and PSG share a clear position that connects style, heritage and innovation that can be seen in their collaborative collections.
Their first launch centred around performance, from there, they’ve known to work closely to lifestyle lines. The new lifestyle collection is inspired by graphics and classic Jordan colourways, but also in the strength of PSG’s followers and the vitality of the city of Paris. This is a collaboration that is continuing to broaden Jordan’s frontiers.
