PSG x GOAT: When football meets modern fashion

On April 14, 2022 GOAT the global platform for the past, present, and future, became a partner of Paris Saint-Germain.

@PSG_English ? @goatapp

At the crossroads of sport and fashion pic.twitter.com/v0TWiTKJIb

— Paris Saint-Germain (@PSG_English) April 14, 2022

The next-generation lifestyle platform joined the world’s most stylish football club with branding on iconic kits and modern collaborations. The parties agreed that within the partnership, the two brands would collaborate to promote the premium GOAT platform and its offerings to the new generation of football and fashion enthusiasts worldwide, including unique content and joint events.

Basic contract details

Start date: 14.04.2022
Status: Principal partner
Contract duration: 3 years
Partner’s inventory:
– Sleeve of men’s team shirts,
– Training wear,
– Warm-up clothing,
– Match clothing
– LED advertising,
– Activations in the club social networks

As part of the extensive multi-year global partnership, the GOAT logo appeared on the sleeve of all men’s team game shirts from the 2022/2023 season, as well as training, warm-up, and match clothing. A specialized PSG experience with a selection of Paris Saint-Germain clothing and lifestyle items from the past, present, and future was launched on the GOAT platform.

On June 29, 2022, Paris Saint-Germain unveiled its new home kit for the 2022-2023 season.

The football kit of the club featured logos of partners for the first time – Qatar Airways and GOAT. The next-generation retail platform GOAT placed its logo on the left sleeve of the jersey.

The @PSG_inside 2022-23 kit, featuring the iconic colors of the French club and GOAT on the sleeve. Worn by Messi, @neymarjr, @KMbappe, @SergioRamos, @marquinhos_m5, @AchrafHakimi and Mendes. Debuting at Parc des Princes August 14.@PSG_English @PSGJapan @PSG_arab pic.twitter.com/FrQd0pClBG

— GOAT (@goatapp) July 5, 2022

Marketing activations

On July 28, 2022, GOAT and Paris Saint-Germain announced the launch of the “People of Paris” project, a joint visual campaign that captures the style and history of PSG with unique contributions from the Paris community.

Wearing stylish PSG shirts from past and present, as well as archival PSG apparel, accessories, and fashion from GOAT, the campaign highlights the unique identities and styles that make up the greater Parisian community.

The first official “People of Paris” billboard was unveiled at Louvre Rivoli. A curated collection of new and vintage apparel was available on GOAT’s dedicated Paris Saint-Germain in-app and web. Throughout the season, new experiences and limited-edition products were released through the platform, providing customers with the opportunity to be inspired by content and unique products.

In December 2022, the brand’s social networks released the ‘Origins’ video about the childhood memories of Neymar Jr., Kylian, Achraf, Presnel, Gianluigi and Renato. In the short video, the players wore skins that can be purchased on the GOAT website.

Memories. Heroes. Moments.

GOAT and @PSG_English present 'Origins.' Featuring Neymar Jr., Kylian, Achraf, Presnel, Gianluigi and Renato. pic.twitter.com/ResX8NcVqL

— GOAT (@goatapp) December 2, 2022

In January 2023, the PSG YouTube channel introduced a regular segment called “No Comments.” More than 30 episodes were produced, with the company GOAT actively featured in the videos as well as in the video descriptions with clickable links.

? #NoComment – EP 1️⃣6️⃣

The best of the week for our Parisiens! ??

Presented by @goatapp ⤵️

Full episode: https://t.co/P9nHmtSTb9 pic.twitter.com/P0tQ6JYOhc

— Paris Saint-Germain (@PSG_English) December 1, 2023

Throughout 2023, there was also a segment called “Perfect Styling,” where PSG players shared their experiences on how to prepare and look their best for various events.

The collaboration turned out to be very media-friendly. Often the media and major bloggers snatched photographs of football players in front of advertising on the LED panels of the Parisians’ stadium, giving the partnership additional media value.

Picture perfect ? pic.twitter.com/pirDSpZC26

— ESPN FC (@ESPNFC) January 12, 2023

On July 22, 2023, PSG conducted a preseason summer tour in Japan, including friendly matches and regular interactions with fans. In Tokyo GOAT organized the PSG House, which became the core of PSG’s summer tour. Daily events were held for fans with prize giveaways and the opportunity to meet famous players. GOAT also released a special collection of clothing especially for this purpose.

On the club’s social networks, the company has branded several sections. At the end of the season, video compilations with a loud title were released on the PSG YouTube channel GOAT moments of the season.

Since its founding in 2015, GOAT has become the leading and most trusted sneaker marketplace in the world, expanding to offer clothing and accessories from selected new, modern, and iconic brands.

Thanks to its unique position between the primary and secondary markets, the company provides styles from different time periods on its digital platforms and in its retail stores, delivering products to more than 40 million participants in 170 countries.