Capsules, activations, speeches… French fashion brands are warming up for the Olympic Games

Ready, set, go! The capital is getting ready for the Olympic and Paralympic Games. If we feel a certain reluctance to carry out activations on the subject of the Olympics – the partnerships linked to the event being very regulated at the legal level – certain French fashion brands are warming up with a spring tour. On the occasion of this high mass of sport which will thrill French and international supporters from July 26, labels, brands and department stores are getting in on the action with resolutely sporting capsules and speeches.

Maje dives into chic sportswear

The Parisian label Maje will launch on July 2, in time for the Games, a capsuleathleisure sophisticated punctuated with sparkling rhinestones and designed in jet black technical materials.

Maje – Maje

Maje joins forces with Élodie Clouvel, Olympic modern pentathlon champion (fencing, swimming, horse riding, pistol shooting and running) to embody this sporty-chic capsule. With the athlete from Saint-Etienne who shone at the Rio Summer Games in 2016, the premium brand founded by Judith Milgrom in 1998 has imagined a casual and elegant collection composed in particular of a zipped neoprene wetsuit-style bodysuit, a dress taken from the world of rugby with a removable collar, a sweatshirt with badges, a black bustier top with cabochons, striped jogging pants or even a cap with the “Saint Honored”.

Ba&sh focuses onempowerment feminine

Gender equality, female emancipation, support for motherhood… With Californian athlete Allyson Felix, the Ba&sh brand has signed a high-level and committed collaboration, called “Born to move”.

Ba&sh – Ba&sh

No stranger to Olympic podiums, American Allyson Felix is ​​the most successful sportswoman in history with a record of 31 world medals. A great defender of women’s rights, in June 2021 she launched her brand of running shoes Saysh, based on women’s measurements (high arch, different heel structure and wider forefoot), while then the major equipment manufacturers simply declined their male models without making the necessary adaptations.

Member of the Paris 2024 Olympic committee, the athlete designed with the tandem at the helm of Ba&sh, Barbara Boccara and Sharon Krief, pairs of refined and very technical sneakers made from recycled materials designed for chaining sprints on asphalt as well as daily marathons . The sneakers will be released on June 18.

La Samaritaine retraces the legends of sport

With the exhibition World Sports Legendsthe Parisian department store La Samaritaine, which is a partner of the Paris 2024 Olympic and Paralympic Games, is transformed into a giant podium retracing the great contemporary sporting successes.

The Samaritan – The Samaritan

On the occasion of the Olympic Games, La Samaritaine retraces the history of sports legends since 1910 with a retrospective highlighting the private collection of Terence Darrigade (a financier passionate about sport), which pays tribute to the performances and emotions felt during the feats of athletes.

Zinedine Zidane’s famous number 10 jersey worn during the July 1998 final, the royal blue suit of racing driver Alain Prost, Roger Federer’s racket used on the clay at Roland Garros in 2009, and even the gold medal of the athlete Marie-José Perec won in the 400 meters final in Barcelona in 1992… So many trophies and symbolic objects linked to the successes of great French and international champions to (re)discover until September 8.

Soi Paris puts the journey of sportswomen on a pedestal

On the occasion of this summer’s Olympic Games, the women’s label Soi Paris will unveil its “Dépassement de Soi” project with several visual formats, highlighting the journey of committed French sportswomen, as an ode to sorority.

Soi Paris – Soi Paris

The brand digital native led by the duo of sisters Julia and Aurélie Boutboul will speak on social networks with several high-level female athletes to celebrate their impressive journey, their mentality of steel and their capacity for resilience. Soi Paris notably highlights the story of the speed skater Tifany Huot-Marchand, who was the victim of a serious accident in competition which led her to relearn everything, the dancer at the Paris Opera Eugénie Drion, runner Sarah Hamzaoui and fencer Jade Maréchal, the young European champion foil fencer also being a student and lecturer on performance. At the same time, the brand’s summer collection is adorned with a new colorful print called “Victoires” to celebrate all the victories of women’s everyday lives.

Circle Sportswear and Saint James run hand in hand

The Parisian sportswear brand has signed a capsule collection with Norman label Saint James designed for outdoor sports, and even at night, with pieces featuring reflective stripes.

Circle Sportswear and Saint James – Circle Sportswear

Thermo-regulating t-shirt, antibacterial leggings, breathable shorts… This men’s collection designed for outdoor sports sessions, which claims to be 100% eco-responsible, was designed in Europe with recycled materials (plastic bottles) and fibers. wood (from sustainably managed forests). For the campaign which highlights sports ambassadors Michel Biel and Ève Dumon, the two French labels chose the village of Saint-James (Sleeve) as a shooting location, under typically Norman weather. Notice to running enthusiasts, Circle, the brand founded by Romain Trébuil in 2020, which opened a pop-up in Paris at the start of the year, offers running training every Wednesday evening in the capital, led by athletes friends of the brand.

Comptoir des Cotonniers imagines a tricolor capsule

The Comptoir des Cotonniers brand is teaming up with five French athletes (four of whom will participate in the 2024 Olympics) to embody its casual chic women’s wardrobe and co-create a blue-white-red capsule.

Cotton counters – Cotton counters

In his fashion series and documentary Athlete History, the label of Toulouse origin calls on its sports ambassadors: the rider Pénélope Leprévost (above), her daughter Eden Leprévost, also a riding champion, Johanne Defay, the best surfer in Europe, Cassandre Beaugrand, the vice -triathlon world champion, and Loana Lecomte, mountain bike world vice-champion. So many inspiring women, between humility and extraordinary perseverance. Bonus: Comptoir des Cotonniers is marketing a capsule (limited series) in the colors of the French flag, code-designed with the Princesse Tam Tam lingerie brand and these athletes, including blue-white-red t-shirts, sweatshirts and scarves.


To celebrate women’s sport, the Etam brand welcomes new French athletes to its pool of ambassadors which already included the tennis player Caroline Garcia, who is seeking the Grand Slam this summer: the captain of the French handball team Estelle Nze Minko, the judo bronze medalist Audrey Tcheuméo, the 2023 European English boxing champion Amina Zidani, Gwladys Lemoussu who stands out in para triathlon and Lauriane Nolot the kitesurfing world champion.

Etam – Etam

These six athletes have imagined for this Etam capsule a locker room inspired by their discipline, designed to encourage self-realization among sports fans and supporters alike. On the program: white cycling shorts, red asymmetrical bra, blue shaping leggings, jet black technical briefs…

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