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Replay signs with Paris Saint-Germain as denim partner
Off the pitch, PSG players have dressed in Boss brand clothing for formal events since 2014. This type of partnership, which the football club renewed last year, is common for high level sports teams and formal wear brands often dress sportspeople once the football boots come off.
PSG has pushed this concept further and become somewhat of a reference for marketing and license development in the world of sport in recent years. The French capital’s football club has now linked up with Replay as its official denim partner.
Replay has signed an agreement with PSG through its parent company Fashion Box that will run for the club’s next four football seasons. The brand and the club will work together to create an exclusive capsule collection in 2020 and products will be distributed through both entities’ distribution networks as well as on Replay’s e-commerce site.
Replay has a well-established relationship with the world of football for its marketing campaigns. The brand has already partnered with FC Barcelona and has worked with the football player Neymar Jr since 2015. “As soccer is the most loved sport, with over 2.5 billion fans across the five continents, we felt that this partnership would allow us to strengthen our presence in the soccer world which, like our world, is based on a great passion,” said Fashion Box’s CEO Matteo Sinigaglia in a statement. “Paris Saint-Germain is the fastest growing brand in football and its incredible international reach should increase our global visibility.”
PSG has dressed its players in denim off their pitch for several seasons and signed a collaborative agreement with Levis in 2017. With its new denim partner, PSG’s head of partnerships Marc Armstrong stressed that “the common aim to connect with a young, global audience in line with the world of fashion while embodying the values of Paris.” The club has also collaborated with the fashion brands Bape, Jordan, Iro, Koché, and Manish Arora and counts around 73 million fans on its social media networks.
In 2018, the Venetian business Fashion Box reported a revenue total of €237.9 million ($265.5 million) compared to €230 million in 2017.
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