Sportswear brands make waves at Paris Fashion Week with parties, pop-up shops and exhibitions

During Paris Men's Fashion Week, sportswear and lifestyle brands open temporary or permanent boutiques and present their latest collections. These launches are accompanied by multi-day events, often organized outside the boutiques themselves. This strategy allows brands to capture the public's attention, reaching a diverse audience that includes buyers, potential customers and press.

Asics will set up a pop-up store at 7 Rue Froissart, in the third arrondissement of Paris, from June 20 to 22. The brand will present four reinterpretations of its shoes by fashion brands Cecilie Bahnsen, Doublet, the Australian multi-brand store Up There, and the architecture studio Kengo Kuma. In addition to exhibitions and installations highlighting these collaborations, the Japanese sportswear brand will host a party at the Duperré School on June 21, coinciding with the Fête de la Musique.

Champion celebrates the intersection of fashion and music by partnering with resale platform Grailed and clubbing concept Boiler Room. From June 20 to 22 they host an ephemeral space called “Ravewear” at 23 Rue du Sentier, in the 2nd arrondissement. This pop-up will feature a selection of 250 vintage, contemporary and rare design pieces. At the same time, Champion presents its Spring/Summer 2025 collection and archival pieces in its showroom in collaboration with creative studio Alaska Alaska.

The American sportswear brand will center its Paris Fashion Week events around the Fête de la Musique, with multiple parties and DJ sets across the city on June 21. An event will be held at the New York-inspired Sonny's Pizza Paris pizzeria in the 11th arrondissement. Meanwhile, other celebrations will take place at La Caserne in collaboration with Highsnobiety and the fashion brand Awake in the 10th arrondissement.

Salomon, the sportswear brand from Annecy, is organizing a pop-up from June 19 to 22 in which several shoe models from its collections are shown. Located at 116 Rue de Turenne, the French brand occupies a space designed with brutalist inspirations by Project Standard. On June 20, the boutique opens to the public in collaboration with Hartcopy, an Instagram account organized as a catalog of original sneaker profiles. To celebrate the Fête de la Musique, a party will be held on June 21.

OTW, Vans' premium line, differentiates itself from the rest of the brands by foregoing a collection presentation in favor of an exhibition by skate photographer Atiba Jefferson. This retrospective, featuring 200 photographs curated by Architecture c/o Virgil Abloh, was first shown in Miami in 2023 and marks the first major retrospective dedicated to Jefferson, who has documented skateboarding in the United States for more than 25 years. Following the expo, Vans is hosting an event near the Sacré-Coeur on June 21 for Go Skateboarding Day, which celebrates International Skateboarding Day.