This season, sneaker and streetwear retailer SNIPES is getting in on the football action, announcing a new partnership with Paris Saint-Germain. As it marks its debut in football, the latest deal will see the brand join the major team for three years where it will act as the official culture and community partner.
With its logo placed on the back of the Mens First Team’s jerseys, the partnership will be unveiled on the world’s stage during the closely watched Ligue One games this week. However, SNIPES has vouched that it intends to go beyond a pitch presence to encourage a wider positive change throughout its tenure. Intertwining a history of platforming creatives with PSG’s reach across the country, it plans to give back to fans through charity fundraisers and club-related events.
Speaking on the announcement CEO of SNIPES Dennis Schröder says, “This is the biggest deal in SNIPES’ history. PSG is the biggest lifestyle brand in the world of football, and together, we want to make a real impact—both locally in Paris and globally.” With a rich legacy in the sport as well as a focus on giving back he continues, “For me, coming from the football business, this is a project close to my heart and at the same time the perfect match for SNIPES.”
The community work is set to take place in locations across France with the help of local initiatives to hone in on tailored experiences. From fashion and music to sports and lifestyle, they will collaborate on activations that serve a variety of individuals to learn new crafts and skills.
As well as working with these groups, the brand will also leverage its existing SNIPES Serves program whereby it aims to support the next generation. Having only launched two years ago, the respective program has already worked with dance studios, youth centers, and various associations to shape the future of these fields in different countries.
“SNIPES and Paris Saint-Germain are united by a shared commitment to community,” shares the PSG’s global partnership director Nicola Ibbetson. “Through the partnership, we are placing our Parisian community at the center, while expanding our global reach beyond football. As the club of the new generation, this collaboration is perfectly aligned with our mission to give back to the community through sport, music, and culture.”
To find out more about the SNIPES x Paris Saint-Germain partnership, head to the brand’s website now.
