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Sneaker and apparel platform Goat and football club Paris Saint Germain on Thursday are launching an ode to La Ville Lumière and its many faces with their first campaign, called “People of Paris.”

The campaign, which was shot by photographer Thibaut Grevet and styled by Georgia Pendlebury, features Paris Saint Germain players and legends, longtime fans, kids and influential figures who represent the club and its community.

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“This first Goat x Paris Saint Germain campaign, featuring players and fans, marks the arrival of Goat into the Paris Saint Germain family,” said Marc Armstrong, chief partnerships officer of PSG. “Goat is an iconic next-generation brand and we are proud to show our fusion of style on the streets of Paris and all over the world. Together we celebrate the uniqueness of all those who represent Paris and Paris Saint Germain.”

In April, Goat and PSG entered a global partnership making the platform the official sleeve partner for the football club, and the partnership has since been expanded. Goat this month became one of Paris Saint Germain’s principal partners and launched a billboard advertisement and activation in Japan for the team’s friendly game on July 25 versus Gamba Osaka.

In addition, Goat built a branded experience for PSG on its website where fans can buy vintage or present-day Paris Saint Germain merchandise, collaborations between the team and brand 3.Paradis, as well as other product in the future. One of the recent projects, a collaboration with streetwear designer Verdy, launched on July 22 exclusively in Tokyo and on Goat.

“The experience that we’re creating is more than a commerce experience,” explained Goat chief brand officer Sen Sugano. “It’s really about storytelling, so you’ll see a series of different stories over the course of the season that dive deeper