June 13, 2025
Year
2025
Client
SNIPES x PSG
Category
Creative Direction
Product Duration
8 weeks
To take Paris to the World, through community, music and streetwear, for the Club World Cup 2025, and to make the home kit a totem in Paris and around the world.
PSG have put a unique Parisian flair on culture and community that’s blowing up on a major scale in the US.
Our campaign celebrates this synergy of the global rap community, cementing a fusion of the two cultures - hyping up Paris to the world, celebrating cross cultural ties between Paris and the US.
The kit and club are a bridge between two cultures pushing each other to grow - so we invited fans across the globe to join an unstoppable movement.
To launch the 25/26 PSG Home Kit, we set out to create a song that becomes the soundtrack of the club’s summer and their journey to the USA.
Using Presnel Kimpembe as a cultural anchor to build anticipation ahead of the campaign launch. Set around an LA Low Rider, it tied PSG’s Parisian identity to the USA-bound Club World Cup, with subtle nods to travel (passport and plane tickets).
The Global Anthem built anticipation, while glimpses of Kimpembe created intrigue and energy ahead of the full reveal.
Blending Parisian flair with Hip Hop Noir, the campaign used an LA Low Rider to link PSG to the upcoming Club World Cup in the USA. Featuring five players and four community members, it captured the club’s bold identity through moody, street-style visuals, stylish, authentic, and sharp, shared via carousel posts and in-store OOH
Creative Direction: Beni De Makoso, Mark Rosenberg
Creative: Karim Stoddart
Social Strategy - Nicole Sime
Account Director - Ben Jenkins
Project Director - Chris Wood
Talent Manager - Ellis Marley
Photographer - Francesco Bonasia
Production - Bandits Production
Styling - Freida Yem (Lead), Elga Gnaly, Flore
Hair & Makeup - Elodie Guesnet
Agency - Ear to The Ground
