Project X Paris, official partner of the 2022 World Cup

It’s over, the 2022 World Cup edition has ended, and we know the winner. Unfortunately, Argentina defeated our brave Bleus after a match full of twists and emotions. The best final of all time, some say. We at Project X Paris are therefore thrilled to have been official partners of the competition, with ads broadcast before several big matches.

A unique 2022 edition Now that this 2022 FIFA World Cup edition, held in Qatar, is over, it’s time for reviews. A sporting review, to start. For example, we can talk about the incredible journey of our Bleus, who despite several major absences in the squad (Benzema, Nkunku, Kimpembe,...) delivered very strong performances, reaching the final to face Argentina eye to eye, in a match that experts call “the best final of all time.” We can’t blame them: dominated for more than 70 minutes by an Argentine team at their best, the Bleus gave their all for the greatest pleasure of football fans, in a final that ended with a penalty shootout. A match during which the current best player in the world (Messi) and the future best player in the world (Mbappe) went blow for blow, giving this match a very “Hollywood” turn that will remain in memories.

Despite the defeat in the final, we can be proud of our Bleus and their journey. We can also salute the incredible performance of Morocco, the first African country to qualify for the semi-finals of a World Cup, a team that was followed with great enthusiasm here in France and that has a bright future ahead. Just like our French team, whose squad was mostly composed of very young players (Tchouameni, Upamecano, Konate, Fofana, Thuram, Kolo Muani) who will continue to progress before the next competition, the Euro 2024 to be held in Germany. And Mbappe, who should continue to assert his dominance over the football world in the coming years. That’s all the best we wish them, as they made us vibrate throughout their journey, especially with that very tense confrontation against England. We also take this opportunity to congratulate the Argentinians, authors of a very, very great match, during which they physically and technically dominated us for 70 minutes before also succumbing to the madness of football, making this match incredible for the spectators. To make a great match, you need two great teams, and it’s clear that the two best teams in the world faced each other that night.

Project X Paris steps onto the field Here at PXP, this World Cup has a special flavor because it’s the first global sports event of this scale for which our brand is an official partner. For us, it means a lot, and we hope you’re proud too, because if we are here, it’s partly thanks to you, who support Project X Paris on social media and in everyday life by wearing our products. This privileged position as an official World Cup partner gave us the opportunity to broadcast ads on TF1, Europe’s largest channel, before and during some matches. We were notably broadcast during Wales/England, Brazil/South Korea, and especially France/England, a real honor. This collaboration with the channel involved about 5 ads per match.

For Wales/England, for example, Project X Paris aired an ad in the match trailer at 1 p.m., then another during the pre-match show before 4 p.m. Another just before kickoff, one at halftime, and finally one at the end of the match. Project X Paris therefore invaded the screens of the 8.7 million viewers (on average) watching the matches, a number that even rises to 17.72 million for the quarter-final against England. We are obviously delighted with this collaboration, especially since at PXP, we have long collaborated with footballers (Kimpembe, Neymar, Malcom, Cuadrado, Mahrez,...) and this collaboration with TF1 during the World Cup is just a logical continuation. We hope to continue on this path because in France, sport and streetwear have been linked for years. It was also an opportunity for us to establish Project X Paris with a wider, perhaps older audience. An audience that is hard to reach through our social media communication since they use it little or not at all, unlike our very connected French youth.

Being able to have our brand appear during such a unifying and popular event as a Football World Cup is a huge pride and great joy for our teams, especially the designers who are rarely talked about. We hope that you, supporters of the brand, enjoyed seeing our brand on screen because, as we said earlier, all this is partly thanks to you and the strength you give us. We will take advantage of all this excitement around the brand to create even crazier projects in 2023. And we can tell you: like our Bleus, at Project X Paris we won’t give up!