Running Brands at Paris Fashion Week

Grace Cook on her blog ‘Salty’ answers the question on why running brands are all of a sudden all over Paris Fashion Week:

Paris is the penultimate week, so buyers have seen all the fashion month collections to decide which brands to invest in.
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Almost every running event today is community facing, designed to generate visibility and connection with people who might buy. Paris is not about Instagram buzz. Showrooms are invite-only and by-appointment. Most are held in townhouses accessed via a door code, and often feel impossible to find.

Cole Townsend for Running Supply answer this questions with the following:

• Niche competition: Those same stores are not sending buyers to TRE. If you are only at TRE, you’re competing at running with other running brands. If you’re at PFW, you’re competing at running with fashion brands.
• The right crowd: men’s week has a history of streetwear and GORP. Trail and running can easily fold in. All of the sportsstyle shoes are rooted in running.

All of this is a bit too far away from the mountain trails I usually spend my time on, but it’s still fascinating to see what brands do ‘behind the scenes’ to sell their gear.