Saucony Unveils Paris Fashion Week ‘Comfort Zone’, in partnership with Distance and Views
The brand will take over a Parisian coffee shop and running store to create an immersive experience spotlighting the new Hurricane 24 trainer which delivers the ultimate foam comfort feel.
LONDON (June 2024) – Saucony, a leading global performance running lifestyle brand, has teamed up with Parisian running store Distance and French media title Views to unveil the first-ever Fashion Week ‘Comfort Zone’ in Paris. Between June 18th and 22nd, the brand will take over the coffee shop Fauna to provide an immersive brand experience open to the public for coffee, food and drinks.
Paris Fashion Week attendees are 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 the experience. The venue will also be hosting a private opening party and act as a hub for daily runs led by 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 – one of the brand’s most comfortable & cushioned shoes to date, which will be available to purchase in July 2024. Fauna will be framed in foam and feature foam sofas inside – taking inspiration from PWRRUNPB technology, Saucony’s premiere 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 strongly encouraged. Saucony will also host different events that will take place both inside and outside the store, including two community runs.
Fashion Week attendees are invited to experience the comfort of Saucony’s foam technology at:
Fauna (12 Rue Oberkampf, 75011 Paris)
Distance (14 Rue Des Filles Du Calvaire, 75003 Paris).
Check out the Saucony RIA Foundation Member profile here .