Saucony doubles down on Paris following London test run
The event, titled 'Syn Space,' unfolded over four days and featured two evening parties, a podcast recording, a meet-and-greet with New York designer Jae Tips—marking his sixth collaboration with the brand—and a group run in partnership with Minted New York. Saucony also presented its Fall/Winter 2025 collection to the public.
'From a commercial perspective, we're extremely pleased. We've never had so many meetings with fashion and lifestyle retailers from Europe, Asia, and the U.S.,' said Cameron Black, vice president of EMEA at Saucony. 'This is the result of two years of groundwork. The running industry is booming, and everyone is trying to secure market share. It's an exciting time—for the industry, sport, and running culture overall.'
He continued: 'More brands are investing in this space and creating strong consumer moments. That competition pushes us to innovate. We're targeting a younger demographic with outstanding products that bridge lifestyle and performance. We're positioned right at the intersection of both worlds.'
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—set to launch in early 2026—is central to this strategy.
This repositioning appears to be paying off. Following a dip in sales last year due to the brand's 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.
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's 10K race and building ties with local running communities. The brand recently opened its first European flagship in London's Covent Garden—spanning nearly 350 square meters.
'We opened on one of the most attractive streets in Europe. But it's not just four walls and products,' said Black. 'Our approach is deeply rooted in community. Alongside our London 10K sponsorship, we're relaunching the Shoreditch 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—all inspired by the Saucony Creek river that shaped our logo.'
That same experience-driven, heritage-focused concept is expected to roll out in Paris. 'Two years ago, we identified a key-city strategy. London was our first test—and it worked,' Black explained. 'Now we've activated our second key city—Paris—and momentum is clearly building.'
In December, Saucony will partner with the Eiffel Tower 10K race and is working closely with organizers to amplify the event. 'But it's not just about races,' said Black. 'In London, we took over a three-story townhouse in Soho to explore '80s culture. In Paris, we've already hosted Fashion Week events and, in February, brought together runners from across the globe for an underground race—the Saucony Maze.'
These high-impact activations are designed to boost brand desirability in the months ahead—especially as the running market in France grew by around 10% last year.
Could a Paris flagship be next? 'We're quite confident about opening in 2026,' Black smiled. 'It'll reflect the London concept—but with a Parisian twist.'
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