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PSG x Nike 25/26 Third Kit: T90 Red Returns

PSG and Nike revive the long-awaited red third shirt with a contemporary spin on the iconic Total 90 design, unveiled at a secret, immersive reveal in Paris.

 

ICP POV
  • Heritage-as-IP: authentic nostalgia drives relevance beyond matchday.
  • Experience-led drop: intimate reveal deepens community and earned storytelling.
  • System design: on-pitch kit for lifestyle expands the PSG brand and aesthetic.
2
Client

Paris Saint-Germain

Challenge

Reignite a beloved colorway and T90 archetype in a way that feels distinctly PSG, meeting fan demand while elevating brand heat.

Concept

A modern reinterpretation of early-2000s T90: bold cut lines, vivid red, and a refined fit. Released as part of the broader PSG x Nike T90 capsuls that includes complementary training and lifestyle pieces.

Impact

A secret-location launch for select supporters created immediate cultural buzz; a “passing the torch” reveal featuring João Neves, Gonçalo Ramos, Vitinha, Warren Zaïre-Emery, and club legend Pauleta cemented the narrative, with the kit debuting on-pitch in the Ligue 1 season opener vs FC Nantes.

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