Sportswear brands are taking over Paris fashion week with parties, pop-ups and exhibitions

For Paris men’s fashion week, sportswear and lifestyle brands are opening pop-up or permanent boutiques and unveiling their latest collections. These launches are accompanied by events spanning several days and sometimes organized outside the stores. Another way for brands to capture more attention by reaching various targets ranging from buyers to potential customers without forgetting the press.

Asics is setting up its pop-up store at 7, Rue Froissart in the 3rd arrondissement in Paris from June 20 to 22. The brand will present four models of shoes, each reinterpreted by the fashion brands Cecilie Bahnsen, Doublet, the Australian multi-brand Up there and the architecture firm Kengo Kuma. In addition to the exhibitions and installations surrounding the collaborations, the Japanese equipment manufacturer is organizing an evening at the Ecole Duperré on June 21, on the occasion of the music festival.

Champion celebrates the links between the world of fashion and music by partnering with the resale platform Grailed and the clubbing concept Boiler Room around a temporary space from June 20 to 22. Called “Ravewear”, the pop-up, located at 23 rue du Sentier in the 2nd arrondissement, will host a selection of 250 vintage, contemporary and rare designer pieces. At the same time, Champion is presenting its spring-summer 2025 collection and archives in its showroom in collaboration with the Alaska Alaska creative studio.

The American sportswear brand is taking over Paris Fashion Week by centering its events around the Fête de la Musique with an itinerary of parties and DJ sets held in the four corners of the capital on June 21. An evening will be organized at the New York-inspired pizzeria Sonny’s Pizza Paris in the 11th arrondissement. Meanwhile, two other celebrations will take place at the Barracks in partnership with Highsnobiety and another presented by the fashion brand Awake in the 10th arrondissement.

Salomon, the sportswear label from Annecy, is holding a pop-up from June 19 to 22, where different shoe models from its collections will be presented. At 116 rue de Turenne, the French brand occupies a space whose brutalist-inspired design was designed by the Project Standard office. On June 20, the store opens to the public in collaboration with Hartcopy, an Instagram account organized like a catalog, which lists files on pairs of original sneakers. In view of the music festival, an evening will be given on June 21.

OTW, Vans’ premium line stands out from the other brands mentioned. No collection presentation, the brand instead chooses to highlight an exhibition by skate photographer Atiba Jefferson. A retrospective bringing together 200 photos and curated by the Architecture studio c/o Virgil Abloh. First shown in 2023 in Miami, it is the first retrospective dedicated to Atiba Jefferson who documented the practice of skateboarding in the United States for more than 25 years. As a continuation of this exhibition, Vans is organizing an event on June 21 near Sacré-Coeur with Go Skateboarding Day on the occasion of International Skateboarding Day.