Luxury brands and football

Luxury brands and football

Kylian Mbappé became the new face of the luxury watch brand Hublot, The French Team young sensation and PSG striker replaces Usain Bolt and joins the Brazilian football player Pelé. Known as one of the best worldwide player, Mbappé is also a humble man with a lot of values that seduce young people as well as mature people.

It is a fact, football is a huge trend now in France since the world cup victory. To a point that international and national teams are highly prize for partnership or advertising.

Football the popular sport is evolving as a luxury product, brands tend to collaborate more with prestigious team as Paris Saint Germain. Since it buying by Qataris for 50 billions euros in 2011 and a huge renovation of the stadium, Parc des Princes is now the place to be for celebrities. The prince Nassar al-Khelaïfi has his special guests for VIP area to such an extent that there is sometimes around 1000 demands of invitations for only 242 seats, Lenôtre is in charge of the canapés and 80 bottles of Champaign are opened each match. It’s the competition of the most prestigious private box with the best service with Emirates vip area designed as an A380 lounge bar.

The battle exceeds the stadium now  fashion brands want to collaborate with PSG. The logo is a sign of distinction, PSG is more than a team, it is a way of life. Showing your support to Neymar or Cavani is well seeing. Manish Arora an Indian designer understood well and designed a special collection on February 2019 that will only be available in India and China. This choice coincide with  the internationalization strategy of the team which built a strong community around the world.

Koché also imagined a collection with PSG for the season spring/summer 2018 and presented it few months after in a stunning short film by Kevin Elamrani-Lince where models take control of an incredible empty Parc des Princes, a spot full of energy for a audacious brand and a historic club.