Paris Saint-Germain Launches Jordan Wings Line With Limited Edition Air Force Jordan High 1Â Shoe
Paris Men’s Fashion Week is shaping up as another sports summit.
The city will be hosting not just the NBA Paris Games 2025, but also a Champions League game on Wednesday between local soccer club Paris Saint-Germain and Manchester City. Supporters are expected to include Victor Wembanyama and other top basketball players, as part of a new partnership between PSG and the San Antonio Spurs.
On Monday night, the soccer club joined forces with Jordan Brand to open a pop-up store offering a selection of co-branded clothes and accessories, including a 7,500-euro pair of Air Jordan High 1s.
Guests packed the pocket-sized space on Place de Marché Saint-Honoré to catch a glimpse of the shoe, available in a limited edition of 23 and housed in a lacquered wooden box shaped like the Parc des Princes soccer stadium, alongside a backgammon set.
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Each pair is tattooed with the slogan “We Love the Game” alongside its individual number, and 11 were already earmarked, said Fabien Allègre, chief brand officer at the soccer club. A further 250 non-numbered pairs are available, priced at 2,200 euros.
They are part of the new Jordan Wings collection, which marks a departure in the seven-year partnership between PSG and the Nike-owned brand by introducing more upscale Italian-crafted items, such as a sweater inspired by a football goal net, as well as leather bags.
It comes after both brands made their first forays into luxury with separate partnerships with Dior. The pop-up will be accessible from Wednesday to Sunday by reservation only, reflecting the line’s upscale positioning.
“We wanted to apply the standards of big luxury houses,” Allègre said. “The idea is to show that the Paris Saint-Germain brand is able to target a very broad audience, a bit like the mix of people you see when you come to the Parc des Princes.”
A handful of guests were asked to tuck away their phones and ferried in darkened vans to dinner in a secret location, which turned out to be a car park underneath Place Vendôme, home to the city’s most exclusive jewelers.
The 86,100-square-foot garage is home to The Collection Paris, a private club for car collectors stacked with 225 supercars including Ferraris, Porsches and Lamborghinis, and even a couple of authentic Formula 1 racing cars.
The club is growing, with plans to add another floor to the venue and ambitions to expand to Dubai, following its recent opening in Monaco, where members include Ferrari driver Charles Leclerc.
Tim Yu, vice president of global communications and purpose at Jordan Brand, said the location was designed to reflect the brand universe inspired by Michael Jordan.
“He’s known for being a connoisseur,” Yu said. “He is the embodiment a lot of the time for this intersection of sport and culture, so this is just in his shadow, if you will, of how he interprets and curates the world, because I’m sure he maybe has some of these cars.”
The basketball legend is also a big soccer fan and co-owns the 23X1 racing team, which is currently at the center of an antitrust lawsuit against stock car racing series NASCAR.
“His interests vary widely, but are all rooted in sport and pinnacle performance and excellence, and the brand therefore follows suit in some respects where it makes sense,” noted Yu. “We’re very flexible in the sports now.”
