Saucony has teamed up with Parisian running store Distance, and French media title Views, to unveil its first-ever Fashion Week ‘Comfort Zone’ in Paris. Between June 18-22, 2024, the Saucony brand will take over the coffee shop Fauna in Paris to provide an immersive brand experience open to the public for coffee, food, drinks and relaxation.
Paris Fashion Week attendees are also invited to utilise the space and find respite from busy days moving between venues. Guests will be able to enjoy a bespoke food menu as well as access to a photo booth to capture their experience. The venue will also be hosting a private opening party and act as a hub for daily runs led by retailer Distance.
“We are excited to be showing up in a big way at Paris Fashion Week this year,” said Jason Faustino, Senior Global Product Manager at Saucony.
“And we aren’t just showing up in one expected way, we got creative and are bringing exclusive experiences and a variety of ways for the general public to touch, feel and try on the greatness and true comfort that all Saucony products bring – and what really sets us apart from our competitors.”
The activation will celebrate and showcase Saucony’s upcoming launch of the Hurricane 24 – billed as one of the brand’s most comfortable & cushioned shoes to date. This will be available to purchase in July 2024.
As part of Saucony’s Comfort Zone activation, the Fauna coffee shop will be framed in foam and feature foam sofas inside – taking inspiration from PWRRUNPB technology, Saucony’s cushioning material made from a proprietary blend of PEBA polymers.
Continuing its celebration of foam and comfort, Saucony will be doing an additional shop takeover at Parisian running store, Distance, with themed furniture displayed and try-ons of the Hurricane 24 shoe. Saucony will also host different events that will take place both inside and outside the store, including two community runs.
Fashion Week attendees and the general public are invited to experience Saucony’s foam technology at:
- Fauna (12 Rue Oberkampf, 75011 Paris)
- Distance (14 Rue Des Filles Du Calvaire, 75003 Paris).
