22 years ago, Paris offered themselves… the Champs-Élysées!
22 years ago to the day, Paris Saint-Germain inaugurated with Nike their new boutique on the most beautiful avenue in the world offering more than 2500 multi-sport products, official club and national team shirts but also the complete range of PSG products.
The President of the Association, Bernard Brochand, doesn't hide his pride and emotion on the opening day: "Five or six years ago it would have been unthinkable to open a football boutique on the Champs. But football has now become an integral part of our society. We hope to rapidly generate annual turnover of 50 million francs (between 7 and 8 million euros) from sales of club products, compared to 15 million francs (2.3 million euros) last season, and we want to hit 100 million francs (15 million euros) by the year 2000. We are behind other clubs in this department, notably the English clubs."
The poster announcing the opening of the new boutique
Open seven days a week from 10:00 am to midnight, the boutique is now part of the Parisian furniture. A strategy advocated by Lionel Dreksler, then in charge of the club's commercial activities: "The opening of the new shop on the Champs-Élysées is highly symbolic. Having a shop window on the greatest avenue in the world, a top tourist destination, will add to the image and fame of PSG."
May 15 1998, 22 years ago today, marked a turning point in the history of the Paris Saint-Germain brand… Dream bigger!