SNIPES and Paris Saint-Germain have signed a three-year partnership, with the sneaker retailer becoming the club’s official culture and community partner.

The German streetwear giants’ branding will feature on the back of PSG kits going forward, with the duo planning to use this new collaboration to activate in the club’s Parisian community and wider fanbase.

Through the partnership, the retailer is launching ‘SNIPES Serves’ – a charity initiative for children and adolescents in the Paris area, eventually expanding into all of PSG’s global hotspots.

The partnership is a unique one in football, but fits just right in the greater context of PSG. The club has quickly become one of the world’s leading lifestyle brands, opening flagship stores in major global cities from New York to London. 

With the club already deeply embedded in the streetwear scene, PSG x SNIPES was only a matter of time. Now the ball is in their court, and we can only wait to see how this link up manifests itself over the years.

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