Sportswear brands make a splash at Paris Fashion Week with parties, pop-up stores, and exhibitions

During 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 multi-day events, often organized outside the boutiques themselves. This strategy allows brands to capture public attention, reaching a diverse audience that includes buyers, potential customers, and the press.

Asics is setting up a pop-up store at 7 Rue Froissart in the 3rd arrondissement of Paris from June 20 to 22. The brand will showcase four reinterpretations of its shoes by fashion brands Cecilie Bahnsen, Doublet, Australian multi-brand store Up There, and architecture firm Kengo Kuma. In addition to exhibitions and installations highlighting these collaborations, the Japanese sportswear brand is hosting a party at the Duperré School on June 21, coinciding with the Fête de la Musique.

Champion is celebrating the intersection of fashion and music by partnering with resale platform Grailed and clubbing concept Boiler Room. From June 20 to 22, they are hosting 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 designer pieces. Concurrently, Champion is presenting its Spring/Summer 2025 collection and archival pieces at its showroom in collaboration with the creative studio Alaska Alaska.

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

Salomon, the sportswear label from Annecy, is hosting a pop-up from June 19 to 22, showcasing various shoe models from its collections. 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 like a catalog of original sneaker profiles. In celebration of the Fête de la Musique, a party will be held on June 21.

OTW, Vans’ premium line, stands out from the other 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 over 25 years. Following the exhibition, Vans is organizing an event near the Sacré-Coeur on June 21 for Go Skateboarding Day, celebrating International Skateboarding Day.