{"id":226993,"date":"2025-06-30T16:01:22","date_gmt":"2025-06-30T16:01:22","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/226993\/"},"modified":"2025-06-30T16:01:22","modified_gmt":"2025-06-30T16:01:22","slug":"saucony-doubles-down-on-paris-following-london-test-run","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/226993\/","title":{"rendered":"Saucony doubles down on Paris following London test run"},"content":{"rendered":"

\n Translated by<\/b>
\n
Nazia BIBI KEENOO\n <\/p>\n

\n Published<\/b>
\n <\/p>\n

June 30, 2025<\/p>\n

\n With each new edition of Paris Men\u2019s Fashion Week, major sportswear brands are becoming more prominent\u2014often outshining the temporary showrooms of independent labels in the Marais district. This June, Saucony<\/a> built on five years of B2B presence in the city by launching a four-day public pop-up on Rue du Temple, featuring a customization workshop and a matcha bar.<\/p>\n

\"SauconySaucony hosted a public pop-up during Paris Men\u2019s Fashion Week. – Saucony<\/p>\n

The event, titled \u201cSyn Space,\u201d unfolded over four days and featured two evening parties, a podcast recording, a meet-and-greet with New York designer Jae Tips\u2014marking his sixth collaboration with the brand\u2014and a group run in partnership with Minted New York. Saucony also presented its Fall\/Winter 2025 collection to the public.<\/p>\n

\u201cFrom a commercial perspective, we\u2019re extremely pleased. We\u2019ve never had so many meetings with fashion and lifestyle retailers from Europe, Asia, and the U.S.,\u201d said Cameron Black, vice president of EMEA at Saucony. \u201cThis is the result of two years of groundwork. The running industry is booming, and everyone is trying to secure market share. It\u2019s an exciting time\u2014for the industry, sport, and running culture overall.\u201d<\/p>\n

He continued: \u201cMore brands are investing in this space and creating strong consumer moments. That competition pushes us to innovate. We\u2019re targeting a younger demographic with outstanding products that bridge lifestyle and performance. We\u2019re positioned right at the intersection of both worlds.\u201d<\/p>\n

\"\"<\/p>\n

Saucony is steadily expanding its lifestyle offering with new models like the Guide 7 and Omni 9, helping the brand diversify between mainstream sports retailers and independent fashion boutiques. Its premium Silo line, introduced last season, caters to a curated list of high-end multibrand stores with around 20 points of sale globally. At the crossroads of performance and style, the Endorphin Azura\u2014set to launch in early 2026\u2014is central to this strategy.<\/p>\n

This repositioning appears to be paying off. Following a dip in sales last year due to the brand\u2019s strategic pullback from certain retailers, Saucony saw a 31% increase in revenue for the first quarter ending in April, totaling $130 million at constant currency.<\/p>\n

Founded in Pennsylvania in 1898, the brand is now aiming to solidify its European presence. London served as a testing ground, where Saucony increased brand awareness by sponsoring the city\u2019s 10K race and building ties with local running communities. The brand recently opened its first European flagship in London\u2019s Covent Garden\u2014spanning nearly 350 square meters.<\/p>\n

\"InteriorInterior of Saucony’s London flagship – Saucony<\/p>\n

\u201cWe opened on one of the most attractive streets in Europe. But it\u2019s not just four walls and products,\u201d said Black. \u201cOur approach is deeply rooted in community. Alongside our London 10K sponsorship, we\u2019re relaunching the Shoreditch<\/a> 10K this autumn, with 10,000 runners expected. The store will host daily runs and events and also serve as a bib pick-up hub. The space tells our story through curved walls, textured finishes, and lighting that evolves throughout the day\u2014all inspired by the Saucony Creek river that shaped our logo.\u201d<\/p>\n

That same experience-driven, heritage-focused concept is expected to roll out in Paris. \u201cTwo years ago, we identified a key-city strategy. London was our first test\u2014and it worked,\u201d Black explained. \u201cNow we\u2019ve activated our second key city\u2014Paris\u2014and momentum is clearly building.\u201d<\/p>\n

In December, Saucony will partner with the Eiffel Tower 10K race and is working closely with organizers to amplify the event. \u201cBut it\u2019s not just about races,\u201d said Black. \u201cIn London, we took over a three-story townhouse in Soho to explore \u201980s culture. In Paris, we\u2019ve already hosted Fashion Week events and, in February, brought together runners from across the globe for an underground race\u2014the Saucony Maze.\u201d<\/p>\n

These high-impact activations are designed to boost brand desirability in the months ahead\u2014especially as the running market in France grew by around 10% last year.<\/p>\n

Could a Paris flagship be next? \u201cWe\u2019re quite confident about opening in 2026,\u201d Black smiled. \u201cIt\u2019ll reflect the London concept\u2014but with a Parisian twist.\u201d\n <\/p>\n

\n Copyright \u00a9 2025 FashionNetwork.com All rights reserved.\n <\/p>\n","protected":false},"excerpt":{"rendered":"Translated by Nazia BIBI KEENOO Published June 30, 2025 With each new edition of Paris Men\u2019s Fashion Week,…\n","protected":false},"author":2,"featured_media":226994,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,4],"tags":[952,748,393,2584,4884,15909,5775,1144,15910,89419,712,71348,16,15,1764],"class_list":{"0":"post-226993","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-uk","8":"category-united-kingdom","9":"tag-beauty","10":"tag-britain","11":"tag-england","12":"tag-fashion","13":"tag-great-britain","14":"tag-luxury","15":"tag-network","16":"tag-northern-ireland","17":"tag-professionals","18":"tag-saucony","19":"tag-scotland","20":"tag-shoreditch","21":"tag-uk","22":"tag-united-kingdom","23":"tag-wales"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/114773156650354727","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/226993","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=226993"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/226993\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/226994"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=226993"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=226993"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=226993"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}