June 19 – Paris Saint-Germain (PSG) have once again mixed football, fashion, and music. The French giants have teamed up with singing superstar The Weeknd and his XO brand, this time with a glitzy “Beyond Limits. Beyond Borders” campaign that’s got the City of Angels, Los Angeles written all over it.
The timing couldn’t have been more perfect. As 80,000 punters packed into the Rose Bowl to watch PSG dismantle Atlético Madrid 4-0 in the FIFA Club World Cup, out came the limited-edition PSG x XO collector’s jersey.
This isn’t the first time the two global entities have combined. The 2023 campaign clearly worked because this is now the new normal in football – music, fashion, and sport all mashed together in one big, glittering package.
The co-branded “Paris Los Angeles” jersey will be flogged through PSG’s usual channels, XO’s online shop, and a pop-up flagship store on Melrose Avenue in LA – because nothing says football authenticity quite like a trendy pop-up in the heart of Hollywood.
Along with the jersey there’s a whole lifestyle product line coming, stretching into streetwear and accessories, plus exclusive digital content featuring The Weeknd’s latest track Timeless with Playboi Carti – Interactive fan giveaways, ticketing bundles, music experiences, the works.
The strategy is crystal clear: use The Weeknd’s cultural clout to crack the American market while PSG continue their relentless march toward global domination. It’s savvy, it’s calculated, and it’s working.
Fabien Allègre, PSG’s Chief Brand Officer, couldn’t resist the grandiose language when describing the venture:
“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, was equally effusive about their long-term vision:
“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.”
In a world where clubs are fighting tooth and nail for American eyeballs and wallets, this kind of star-studded spectacle might just be exactly what the doctor ordered.
Contact the writer of this story, Nick Webster, at moc.l1750332261labto1750332261ofdlr1750332261owedi1750332261sni@r1750332261etsbe1750332261w.kci1750332261n1750332261