How PSG Became a Global Lifestyle Brand

Jérôme Lhermenier noted that in a time when collective stories are scarce and community building is challenging, sport provides a unifying force. Individuals now define their identity through specific physical activities like running or climbing, representing a way to regain control and sovereignty over their own bodies, shifting from structured club sports to personalized, everyday physical engagement.

Fabien Allègre emphasized that the club's vision is to use sport primarily as a means of inclusion, teaching and sharing values. The values inherent in all sports are seen as instrumental in driving social progress and fostering positive development in new generations.

Fabien Allègre highlighted the Olympics as the best illustration of PSG's efforts to build a heritage platform where sport meets creation. Design elements like the mascot, posters, and the torch by Mathieu Lehanneur were crucial for public engagement, transforming initial public skepticism into a memorable emotional experience.

PSG's strategy, defined by its president since 2011, aimed to evolve beyond just a football club into a global cultural brand. Fabien Allègre stated that the objective was truly to become a cultural platform, which he believes they have achieved today. This branding evolution was pivotal in creating the club's new identity.

Design functions as a powerful tool for public promise, overcoming negative sentiment and controversy. Jérôme Lhermenier noted that design can federate a promise even when there is widespread reluctance, controversy, or high costs. This approach learns from past failures, such as the initial public reception of the London 2012 Olympics branding.

PSG moved beyond simply selling jerseys, focusing on the narrative of Paris as a global identity. The club's 2011 vision aimed for this evolution, responding to the dynamic and often volatile nature of fan engagement. While not manufacturing objects or jerseys themselves, PSG significantly influences the message conveyed through its primary products, such as the jersey.

French basketball is actively moving away from imitating NBA culture, instead claiming a unique 'French Art of Basketball.' Jérôme Lhermenier explained that there was a strong NBA-inspired heritage, but they completely reversed course to tell a distinct story about French basketball. This new signature emphasizes virtuous and 'Belle Époque' visual styles to forge a unique identity.

PSG aimed to integrate football jerseys into high-fashion runways from its early stages, a move not commonly seen before. Fabien Allègre highlighted fashion as a key vertical they worked on from the start, introducing football jerseys into various wardrobes and onto catwalks. Collaborations with designers like Christelle Cochet and Dior, alongside an eight-year partnership with Jordan, demonstrate an emphasis on maintaining authenticity while scaling the brand's elasticity in the fashion world.

Leblon Delienne's creative strategy is driven by excellence in craftsmanship and unique know-how, cultivated over 40 years. Juliette de Blegiers emphasized a deep inspiration from pop culture icons such as Mickey Mouse and various comic book characters. The brand focuses on audacity to remain relevant to current trends, ensuring its creations resonate with contemporary audiences while upholding artistic quality.

Jérôme Lhermenier pointed out that in England, clubs cannot do whatever they want with their emblem; involving supporters and communities is crucial. The process of brand updates now shifts from traditional top-down branding to a collaborative, co-creation approach, as evidenced by Aston Villa's 2022 rebrand which involved 20,000 fan voters.

PSG accepts it cannot match the historical scale of clubs like Real Madrid or Barcelona, which are much older institutions. Fabien Allègre stated that the race for numbers is no longer the focus for a club like PSG, which is only 56 years old. The strategy is evolving from simply acquiring fans to focusing on conversion and retention, emphasizing quality engagement over sheer numeric growth.

The secondary market plays a high importance for brand desirability, utilizing limited editions, serial numbering, and authentication chips to ensure value and authenticity. Juliette de Blegiers highlighted their use of these authentication measures to preserve the value of each piece. The objective is to create timeless, sculptural pieces that appeal to both collectors and art enthusiasts, blending the appeal of pop culture with artistic excellence.

Juliette de Blegiers described this as the best illustration of creating a figurine that evokes memories, fosters emotion, and becomes a treasured collectible. The Astro Boy figurines were customized with a star representing the Ligue 1 championship, aiming to trigger memories and fan emotion through physical objects.

PSG gained entry into the high-end 'collectibles' product category, diversifying its merchandise. Leblon Delienne achieved significant international visibility and access to a new sports community, thanks to the club's global reach. Juliette de Blegiers highlighted the access to a new community and increased international visibility as key benefits. This partnership presented a mutual challenge in storytelling and visual communication, pushing both brands to innovate.

Jérôme Lhermenier noted that beyond identity, the entire brand language has been extended into experiential spaces, such as fan zones and player entry points. The RCSA Strasbourg stadium redesign, for example, features Europe's largest bar/refreshment area, aiming to drive engagement through holistic brand immersion.

PSG shifted from being a traditional donor to becoming an operator for inclusive social programs, building its own proprietary initiatives. Fabien Allègre explained that instead of simply giving money to associations, PSG constructs its own programs, with 'One Team' specifically designed to define and implement inclusion within the club. This program focuses on inclusive sports for both neurotypical and neurodivergent children. Currently, PSG operates 11 active 'One Team' programs globally. A primary goal is to share this methodology with other sports organizations, extending its impact beyond its immediate community.