Paris doesn’t need much of an excuse to turn it on, but when we brought the Concrete Gauchos together under the lights of the Parc des Princes, it felt like the city itself had dressed for the occasion. This was District 98 in living form - the book, the energy, the myth. All taking shape for one night only.
We invited the creators, stylists, ballers, and visionaries who’ve shaped our Concrete Gaucho series to come together and celebrate a shared language: football as fashion, fashion as culture, culture as identity. Each of their worlds collided inside PSG’s home for a night that blurred the lines between matchday, exhibition, and block party.
Before kick-off, guests were given a behind-the-scenes tour of the Parc des Princes. Dressing rooms, tunnels, stands, the heartbeat of the club - no stone unturned. Along the way, we unveiled the first look at our upcoming book ‘District 98’ a visual celebration of Paris as a mythical, utopian place where creative football thrives and fronted by Ronaldinho. The name nods both to the city’s districts and to the year SNIPES was born - 1998 - a year that redefined football and street culture forever.
Inside Le SNIPES Deck, PSG’s exclusive space overlooking the pitch, we built a pop-up installation that brought the Concrete Gaucho world to life. Artefacts from our Ronaldinho shoot made their return - the motorbike he sat on, the belt he wore - relics of a modern myth now set against Parisian neon. Around them, visuals from the book formed an exhibition that traced the aesthetic DNA of District 98: the texture of concrete, the poetry of the cage, the pulse of the street.
As the evening unfolded, the soundtrack came from the decks of our resident DJ, blending French hip-hop and Brazilian rhythms into a sonic bridge between Paris and Porto Alegre. Gaucho-inspired food such as pulled-pork burritos and Tex-Mex-Brazilian flavours was served alongside a run of custom cocktails. The first 50 guests had their own piece of the night to take home: a PSG shirt with bespoke Gaucho name-set lettering, exclusive to the event.
When the Champions League fixture between PSG and Barcelona kicked off, the energy shifted into overdrive. The stadium roared. Every PSG attack brought a wave of sound; the late winner sent the place into chaos. Smoke, chants, celebration — pure electricity.
Through it all, the crowd inside the Deck became a reflection of what District 98 stands for: creative soccer culture in full voice. Strong looks as PSG-meets-fashion filled the space. Camera flashes caught details: leather, denim, streetwear, scarves, pride. Every frame a new chapter in the story we’re telling about this generation of Paris.
By the time the music wound down, the mood was still high. Paris had shown up: stylish, loud, unapologetically itself. District 98 isn’t just a book; it’s a movement born of concrete, floodlights, and creativity.
Get a closer look at 'District 98: The Land of the Gaúcho' here.
