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Paris Saint-Germain wanted to expand its lifestyle universe by partnering with a fashion house embodying a contemporary, engaged and creative vision. The objective was to design a PSG x 3.PARADIS collaboration that would bridge sport, fashion and urban culture, while reinforcing the club’s premium identity. The mission included defining the partnership strategy, designing the collaboration framework, and supporting its rollout to ensure coherence across the collection, communication and distribution channels.
We managed the full collaboration strategy, orchestrating the meeting of the PSG and 3.PARADIS universes to create a capsule collection appealing to both sports fans and fashion enthusiasts. Our role covered operational implementation and partnership oversight, from co-designing the pieces to their online and selective retail distribution.
The strategy was designed to maintain 3.PARADIS’ authenticity while integrating into the PSG ecosystem: stylistic choices, storytelling, distribution channels, timing and highlighting the lifestyle dimension. Through this careful orchestration, the collaboration became a lever for brand image, value and visibility, creating a bridge between two creative identities.
