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Jordan Brand’s PSG play mixes football and lifestyle

Nike’s Jordan Brand will attempt to migrate its lifestyle brand to football with its first ever football club collection.

Under the strategy, Jordan Brand will take over from its parent company as the kit maker for French Ligue 1 club PSG’s home and away Champions League matches this season.

However, the brand will also be selling a shoe and apparel collection, incorporating the Jordan Brand and PSG marks.

It is unclear how many new PSG shirts with the Jordan Brand will be sold in addition to the Nike-branded shirts launched at the start of the season, but the Jordan Brand collection represents a promising new revenue stream.

According to Nike, the Jordan Brand has a growing presence in Paris. A Jordan-only store – Jordan Bastille – opened in 2016, and in 2017 the brand announced a partnership with the French Basketball Federation.

The move marks the Jordan Brand’s first collection with a football club, and the industry is already speculating whether other club deals will follow.