Lionel Messi’s PSG Move to Turbocharge Merchandise Sales – WWD

PARIS — Paris Saint-Germain on Tuesday confirmed the arrival of Argentine soccer big Lionel Messi, following his departure from Barcelona after 20 years, in a transfer that’s set to spice up gross sales of soccer merchandise and his personal clothes label.

The French membership posted a teaser video on Twitter exhibiting soar cuts of the Eiffel Tower, a hand holding a pen signing a contract, and the silhouette of the participant with the tag traces “New Diamond in Paris” and “Mercato Replace.” The put up gathered greater than 22,000 likes inside lower than quarter-hour.

The announcement capped a suspenseful few days that noticed French followers tenting out on the Parc des Princes soccer stadium within the hopes of glimpsing the six-time Ballon d’Or winner. Media offered blow-by-blow accounts of his whereabouts, whereas followers tracked the flight path of his non-public jet, which landed in Le Bourget.

In a tearful press convention on Sunday, the 34-year-old stated he wished to remain at Barca, however the membership’s dire monetary scenario made it inconceivable.

In accordance with media stories, Messi has agreed a two-year contract with PSG, with an possibility to increase by a 12 months. He might be becoming a member of Neymar and Kilian Mbappé in what has been described as a dream group — offered Mbappé stays on the membership.

The deal is claimed to be price 75 million euros for the primary two years, plus a 25-million-euro signing bonus, confirming Messi’s standing as one of many world’s highest-paid athletes. However PSG is about to recoup the fee quickly, with trade observers predicting that gross sales of its shirts, produced by Nike’s Jordan Model, might rise by 200,000 to 300,000 items.

The transfer can also be set to learn Messi’s own fashion line. Ginny Hilfiger, founder and artistic director of MGO Workforce, the corporate that has developed the Messi model, stated the corporate has carried out very effectively within the e-commerce world.

“We’re excited for Leo to make the transfer. He was excited to work for Barcelona and to remain, however political and monetary issues occurred that have been unlucky. We all know that he’s the very best participant on this planet and wherever he goes, he’ll shine,” stated Hilfiger, who’s Tommy Hilfiger’s sister.

She famous that the Messi model she designs is a life-style model and she or he doesn’t produce the Barcelona jerseys. Nike makes them.

Ginny Hilfiger stated she expects Messi’s transfer to PSG will catapult enterprise for his label. The Messi Retailer on-line sells an informal way of life assortment with a sporty edge. The signature stripes are crimson, gentle blue and navy, which she stated will go effectively with the PSG group.

“It’s sort of versatile,” she stated. “The PSG colours are just like Barcelona with the crimson and blue, and the colours of the French flag.” Hilfiger stated they should guarantee that he’s nonetheless going to be quantity 10.

The Messi model was launched in September 2019 and has grown to incorporate sweaters, hoodies, sweatshirts and zip jackets. The corporate is popping out with denim and a sustainable assortment, in addition to equipment. The road is obtainable at

In accordance with Maximiliano Ojeda, founder and chief government officer of MGO Workforce, the road shipped to greater than 110 international locations within the first 12 months. “The nice factor is Leo Messi is such a worldwide identify, and each transfer has an influence, which is at all times constructive as he engages with extra folks,” he stated.

Ojeda famous that Messi had 185 million followers final January, and that has grown to greater than 245 million followers on Instagram. “He retains rising and getting extra followers,” he stated.

Between Instagram, Fb and YouTube, the Messi model has 1.6 million followers. “Our purpose is 2 million by the tip of the 12 months,” Ojeda stated. Whereas he stated some folks might be dissatisfied that Messi’s leaving Barcelona, he anticipates his path will continue to grow.

At current, the U.S. represents greater than 50 % of the Messi Retailer enterprise. The label additionally does enterprise in Canada, Germany, Spain, the U.Okay. and France. It’s trying to develop into the Center East, South America and China.

The Messi Retailer can also be out there as an software on Android and Apple cellular gadgets. The corporate expects the variety of downloads to be within the six digits by the tip of the 12 months. It’s also trying to do livestreams at sure occasions earlier than the vacations, and to launch duty-free retailers, close to Tommy Hilfiger and Ralph Lauren.

Present bestsellers are the tops, T-shirts and hoodies, Ojeda stated. One other new growth is the growth of the Messi model into underwear, swimwear, socks and loungewear, which is anticipated on the finish of this 12 months or early subsequent 12 months, together with subscription companies for these classes.


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