Replay has recently signed an agreement with Paris Saint-Germain football team to become the club’s "Official Denim Partner" for the next four seasons. In addition to intellectual property, marketing and digital rights, Replay and Paris Saint-Germain will work together to develop exclusive premium capsule collections, which will be available from 2020 via the official Paris Saint-Germain sales network and through Replay’s retail and online channels. The partnership between the two brands will carry ahead various projects beyond pure marketing and will include, for instance, digital and retail experiences.
Matteo Sinigaglia, CEO, Fashion Box SpA, the parent company behind Replay, explained how the project was born and will develop.
Why did you start this project?
In a scenario that sees football as the most loved sport in the world, with over 2.5 billion fans spread across five continents, we have actively pursued this partnership which will enable us to strengthen our presence in the football world, which, like ours, is founded on great passion. Paris Saint-Germain is a Parisian team, the winning symbol of a city and a country we feel a great affinity with. It is the fastest growing brand in football and its amazing international reach should boost our global exposure. Given the fantastic collaboration already in place with football icon Neymar Jr., it felt like a logical next step to join forces with a team made up of football superstars and with the first team that includes ten different nationalities.
Will this agreement also involve the Paris Saint-Germain team?
The club’s management will be actively involved. We have already started collaborating with them on the strategic development of the partnership and on all creative aspects for both the capsule collection and communication.
How many pieces will the capsule include? Will they all be denim items?
We expect to deliver more releases of the collection throughout the year and each release will be made up of about ten pieces–all of which are rigorously in denim.
Will the partnership carry ahead more projects in addition to the capsule collections? If so, which ones?
The partnership will go far beyond traditional marketing rights as it will also involve creative collaborations ranging from digital to retail experiences. Paris Saint-Germain is an especially active club operating through the digital and social worlds, and through retail. Today they operate through ten of their own stores worldwide that will soon be increased by a second store in Tokyo. The aim of the operation is to soon be able to offer unique and customized experience and contents through their own network and Replay channels.
Among your expectations do you wish for the team's fans to become fans of the Replay brand too?
Yes, we do. We think that the fan base of PSG will answer positively to the brand's visibility and to all of the touch points through which the club is used to interact assiduously and engagingly.