In professional sports, there are franchises that are synonymous with pushing fashion envelope.
Streetwear brand Bape deconstructs Los Angeles Lakers jerseys. Manchester United wears floral-printed kits and AC Milan is dressed by fellow Italian brand Diesel.
Meanwhile, the New York Yankees logo doubles as an international signifier of cool, even for trend-setting brands like Gucci, which featured the insignia across jackets, sneakers and handbags in its Fall/Winter 18-19 collection.
Therefore, a team based in what is arguably the fashion capital of the world should have good style, too.
Replay’s parent company, Fashion Box SpA, inked a deal with internationally acclaimed soccer team Paris Saint-Germain (PSG) to become the team’s “Official Denim Partner” for the next four seasons.
The partnership includes plans for Replay and PSG to co-develop exclusive premium capsule collections, which will be available from 2020 through the official Paris Saint-Germain sales network and through Replay’s retail and online channels. The companies stated that “the partnership between the two brands will go far beyond traditional marketing rights to involve creative collaborations ranging from digital to retail experiences.”
Nike-sponsored PSG, which ranks No. 11 on Forbes’ soccer team valuation list at $1.1 billion, has dabbled with apparel partnerships, with Bape, Levi’s, Jordan and Herschel among past collaborators.
“We are delighted to welcome Replay to the Paris Saint-Germain family,” Marc Armstrong, PSG chief partnership officer, said. “Our brands share a common ambition to connect with a young and fashion-conscious audience worldwide while embodying the values of Paris. In recent years, Paris Saint-Germain has become the epitome of sport and style and we look forward to working closely with Replay to develop creative products and content for our global fan base.”
The partnership with PSG gives Replay global exposure. PSG superstar star Neymar Jr. is currently a brand ambassador for Replay and has appeared in campaigns for its Hyperflex+ denim.
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“In a scenario that sees football as the most loved sport in the world, with over 2.5 billion fans spread across five continents, we have actively pursued this partnership which will enable us to strengthen our presence in the football world, which is, like ours, founded on great passion,” Matteo Sinigaglia, Fashion Box CEO, said.
“Given the fantastic collaboration already in place with football icon Neymar Jr., it felt like a logical next step to join forces with a team made up of football superstars and with a first team that includes 10 different nationalities,” he added.