June 18 – Paris Saint-Germain has deepened its creative partnership with Canadian music artist The Weeknd and his brand XO, launching the ‘Beyond Limits. Beyond Borders.’campaign with a focus on Los Angeles – where the European Champions will play two of their Club World Cup group games.
Unveiled during PSG’s 4–0 win over Atlético Madrid at the Rose Bowl in front of 80,000 fans – the collaboration features a limited-edition PSG x XO ‘Paris Los Angeles’ jersey — available in PSG stores, XO’s site, and a pop-up store at Melrose Avenue.
This second official link-up builds on their 2023 campaign and continues PSG’s expansion into lifestyle apparel branding. Alongside the kit, the launch includes a full streetwear line.
Fabien Allègre, Chief Brand Officer of Paris Saint-Germain, said the collaboration extends beyond standard merchandise: “This collaboration represents more than just a jersey — it’s a meeting of two global cultures. By bringing the best of Paris and Los Angeles together, we’re uniting fans through a shared passion for creativity, music and sport.”
La Mar C. Taylor, Creative Director and Co-Founder of XO, emphasised the long-term vision of the partnership: “From the beginning, our vision with Paris Saint-Germain has been to build moments that feel both intimate and iconic. This collaboration is a celebration of identity, ambition, and the power of cultural crossover.”
Contact the writer of this story, Harry Ewing, at moc.l1750388865labto1750388865ofdlr1750388865owedi1750388865sni@g1750388865niwe.1750388865yrrah1750388865