Entered by Ear To The Ground

In September 2024, SNIPES became the Culture & Community partner of PSG. A partnership made in heaven. Throughout the Messi, Neymar, Mbappe era, PSG had become a global icon, but lost connection with Paris itself, and in particular the youth of the banlieue. SNIPES, as a lifestyle retailer rooted in the ‘concrete community’, was the perfect brand to redress this, by focussing on the youthful, Parisian talent, now leading PSG, and the amazing creatives thriving in the banlieue. In the first 3 months the partnership took the city, and France, by storm. Everything has been about sharing the stage, putting youthful Parisian prospects of PSG & community members from the banlieue on the same stage, under the banner ‘Ici C’est Notre Terrain’ – “This is our turf’ as the youth of Paris reclaim the club, and the city, for themselves. This then becomes our rallying cry as we take it to the world.