PSG X XO: The Weeknd sets the Club World Cup on fire (and it’s not just a jersey)
Summary
PSG drops an unprecedented collab with The Weeknd, full West Coast style. On the agenda: collector jersey and capsule collection delighting Parisian fans. A marketing move bigger than the Club World Cup? Spoiler: definitely yes.
When Paris flirts with L.A. through stylish jerseys
Sunday, June 15, at the Rose Bowl in Los Angeles, it wasn’t just football we saw. PSG unveiled the “Paris Los Angeles XO,” a crazy limited edition jersey designed with The Weeknd. Smart co-branding, a mix of boldness and heritage, and a legendary stadium as a catwalk. Result: 4-0 against Atlético Madrid, and a style drop that convinced everyone.
A capsule collection fusing street and hype
Forget random collabs. Here, we’re talking about a super complete line: t-shirts, tracksuits, hoodies, scarves, and even a custom football. Pure lifestyle, sold exclusively at the PSG House on Melrose Avenue and on the club’s and XO’s online shops. All shot and teased with the track “Timeless” by The Weeknd feat. Playboi Carti, exclusively released in the campaign film. Yes, everything is perfectly calibrated to buzz.
The Weeknd + PSG: codes explode, lifestyle takes over
This is no longer just a collab. PSG aligns with the model of NBA franchises, where style and music take as much space as sport. Fabien Allègre (Chief Brand Officer of PSG) and La Mar C. Taylor (co-founder of XO) talk about cultural crossover, but it’s mainly a masterclass in communication and storytelling. Result: a global hype and a club establishing itself as a global brand, far beyond football.