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Nike x T90 x PSG
Amplify + Nike bring back the iconic T90 collection, reimagined for a new generation with a bold, modern edge.
Challenge
In today’s football landscape, often perceived as overly stereotyped and rigid, Nike set out to revive the iconic T90 line, a symbol of creative, instinct-driven, attacking football.
The challenge was not only to reintroduce this legendary identity but contemporise it to find bold and engaging ways to connect with a new generation of consumers. At the same time, the brief included the launch of two PSG kits, making it essential to create a campaign that felt culturally resonant and commercially impactful.
Insight + Strategy
The strategy drew inspiration from the iconic heritage of the early 2000s T90 campaigns, most notably La Cage, while reinterpreting those codes in a bold, modern and edgy way to resonate with and engage today’s consumers.
Solution
The solution unfolded in two chapters.
Chapter One: To relaunch the PSG T90 Thomson jersey, we tapped into the club’s iconic heritage by bringing back Pedro Pauleta, PSG’s legendary striker of the era, famously nicknamed “The Eagle of the Azores.” He became the face of a powerful video campaign designed to go viral and spark excitement around the revival. The film concept was the encounter of Pedro and his totem animal, the Eagle landing in Paris.
Chapter Two: To give the community an active role in the story, we created a secret tournament in an abandoned location: La Cage. This unforgettable event combined football culture with music, style, and energy. Pauleta was joined by today’s PSG stars, Ramos, Neves, Vitinha, and Zaïre-Emery, sharing the stage with young talents from Greater Paris. The experience featured crossbar challenges, cage matches, high-energy hosting from community voices, and a set by rising DJ talent Rony.
The climax of the night was the unveiling of PSG’s bold red Third Kit. This reveal took over the venue with an immersive projection show, creating a dramatic climax that electrified the crowd.