After Emporio Armani scored major branding points by dressing the Italian football team who won the Euro 2020 in London two months ago, Dior Men is betting on the same. Kim Jones is now dressing the players of PSG when they are not on the pitch. And probably they will be seen in the celebrity studded front row of a Dior show: Messi, Neymar, Mbappé. This smart move orchestrated by football fans Antoine Arnault and CEO Pietro Beccari on LVMH side and Fabien Allègre from PSG sets new industry standards and will help Dior to flex its already big brand recognition muscle. The brand already has a track record of making Kylian Mbappé look sharp at big events.