The Jordan Brand is a subsidary of Nike, who have been PSG’s main partner since 1989. Their current deal runs until 2022 but it looks likely their long-term relationship will continue to at least 2027.
Their current deal is worth an estimated £17.5million per season, but PSG want to utilise Jordan to increase revenue through merchandising and licensing while maintaining their partnership with Nike.
And with the early signs suggesting the club’s new gear is exceptionally popular, it looks to have been a shrewd business move.
What else is in the collection?
Amazingly, there will be over 90 different items on sale by the end of the season.
These range from kit replicas, to training gear and leisure wear, some of which the likes of Neymar and Mbappe have been sporting away from the pitch already.
The PSG players have be seen in Jordan x PSG hats and hoodies multiple times this season.
How did the Jordan brand come to be?
Michael Jordan signed a deal with Nike to produce his shoes back in 1984 and they made the basketball trainers exclusively for him, which would then go on sale to the public.
Initially a single new pair were produced every year under the sub-brand ‘Air Jordan’, which eventually evolved into producing other athletic and leisure wear.
Although Nike own the company, Jordan has a share of the company’s equity and is thought to pocket around £75m a year from the deal still.
However, the brand are now trying to move away from the basketball and hip-hop scene and step out of Jordan’s shadow.
The deal with PSG is an example of their attempts to become a wider sporting brand, with an increased focus on the European market.