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Run Culture • January 28, 2025

Best of Run Culture From Paris Fashion Week | Our Full Recap (2025)

PARIS STATUE

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What You Need To Know

The What

Running brands appear in Paris to show what they have in store for 2025

When

January 22-25, 2025

Featured Brands

Brooks, Hermanos Koumori, Merrell, Norda, Portal, Satisfy, Soar, Tiempos, Unna, and more

hermanos koumori

Hermanos Koumori co-founders Alex Leon and Alex Sandler outside their Paris Fashion Week pop-up

Invitation, Please

It felt like crashing someone else’s party. Just as marathons have been invaded by brands trying to capitalize on the emotion of the race, this time, one of fashion’s most meaningful events—Paris Fashion Week—was invaded by us, the runners. All kinds of brands descended on the French capital to showcase their upcoming collections, throw celebrations, or carve out space for the community. And honestly? It felt amazing.

runners after a race

Runners after the Staff & Family urban night race in Paris, organized by Distance (Photo by Mehdi El Mabrouk)

Stealing the Spotlight

Like TRE (The Running Event) in Austin, Texas, this is mainly for brands to connect with stores and buyers—not just from Europe but also from Asia and Latin America. It’s also a way to talk to insiders and hear their honest takes on what’s next. But instead of stuffy convention halls, you’re wandering through the streets of Paris, popping into galleries, cafés, and Airbnb-turned-showrooms, meeting owners and runners along the way.

Sports and fashion have always been intertwined. Labels like Y-3 are proof of that. Even a decade ago, Nike’s Gyakusou line—a collaboration with Jun Takahashi, the runner/designer behind the fashion label Undercover—pushed the space.

This time, running gatecrashed Paris and stole the spotlight.

Here’s what we saw.

Best of Run Culture at Paris Fashion Week

Portal

📍 England

Portal (officially launching in spring 2025) was the talk of the town. With creators hailing from London, Vancouver, and Oslo (including a Roa creative), this project has been brewing for a while. Focused on biking, running, and hiking, many pieces in their launch collection are designed to work across all three disciplines—though some, like the cycling bib, are activity-specific. They’ve got jackets for every climate, merino pieces, shirts, shorts, pants, underwear, gloves, a super-cool gaiter, and a carry belt that’ll hold more than you ever need. Trust us, it’ll sell out. Portal is one to watch in 2025, nailing the balance between outdoor aesthetics and performance quality.

Highlight piece: The pants and running belt

Shop Portal
satisfy paris fashion week

Satisfy

📍 Paris, France

The Satisfy team played on their home turf, inviting buyers and friends to their office showroom to preview upcoming releases. The “thing we shall not photograph” (i.e. the much-teased upcoming trail shoe, The Rocker) made an appearance in some unexpectedly gorgeous colors. Other highlights? Pleated tees, cowboy-inspired shirts, women’s performance pieces, and a jacket with detachable sleeves—no zippers needed. You’ve got to see it.

Highlight piece: The Rocker and the “sleeves-off” jacket

Shop Satisfy
hermanos koumori hat

Hermanos Koumori

📍 Mexico City, Mexico

This wasn’t HK’s first rodeo in Paris, but this time, they returned bigger and better with their dedicated space. The showroom had its spring collection (dropping soon) and a preview of its fall line, featuring stunning purple and lavender tones. You can see the consistent evolution in their styles, fabrics, and cuts. Their lineup now includes women’s pieces and new Post Running High collection styles.

Highlight piece: Long-sleeve t-shirts.

Shop HK

More Scenes From Paris Fashion Week

Soar

📍 London, England

Soar showed off its upcoming colorways, but the spotlight was on its collaboration with Altra. They’re releasing a new version of the Mont Blanc Carbon in white with color gradients—a signature Soar move. The collection includes a shirt, tights, and a hat. Oh, and don’t forget the Cubitts shades dropping next month.

Highlight piece: Altra Mont Blanc

Shop Soar

Unna

📍 Sweden

Unna’s showroom blended current designs with fresh concepts, like a striped long-sleeve shirt that felt perfectly Parisian. Low-key in the corner, they also teased their upcoming sunglasses line in black and clear brown. The thick, straight legs on the frames? Chef’s kiss. These are going to be summer favorites.

Highlight piece: Unna sunglasses

Shop Unna
norda 005

Norda

📍 Canada

Norda is on its “teasing tour.” At the Swiss Institute showroom, it previewed new colorways for the 001, 002, and 003 models. But the star of the show was the 005. Having tried them on, we can confirm: they’re unreal. Fun fact: Norda’s co-founders lived in Paris at the start of their relationship 20+ years ago, so they will always have a “love affair with Paris.” They promised they’d be back soon.

Highlight piece: Norda 005

Shop Norda

More Scenes From Paris Fashion Week

kuta distance lab

Kuta Distance L.ab

📍 Sweden

Three young friends started this new Swedish brand with a shared love for running and all things local. Every piece is made in Sweden, and when they began, they operated as made-to-order. For their showroom, they presented a complete collection of apparel and accessories, which will still be manufactured a bit based on orders. Their goal? Showcase the quality of Swedish craftsmanship. From the looks of it, they’re right on target.

Highlight piece: Running half tights

Shop Kuta
tiempos running

Tiempos

📍 Canada

This buzzing Canadian brand finally made it to Europe, where it seems to be very popular. Meeting them in person was a treat. Their spring and winter collections still focus on natural fibers, with standout pieces like a chunky lemon-green waffle sweater, merino shirts, and new graphics for their “Maximum Tiempos.” Fun fact: they never repeat graphic combos.

Highlight piece: “Never underestimate the healing power of running” t-shirt

Shop Tiempos

 

optimistic runners

Optimistic Runners

📍 Berlin, Germany

Alongside their new collections, O.R. used the opportunity to launch their new magazine, “Lungs”. The publication expands on their concept of being more than just a running brand—they’re a run club and an art project rolled into one.

Highlight piece: Lungs magazine and Baumwolle shirts

Shop OR

More Scenes From Paris Fashion Week

brooks staple

Brooks

📍 United States

Brooks set up shop near the Louvre to celebrate their heritage. The first floor showcased vintage ads and press releases so old they were typed on a typewriter. This led to a preview of three archival silhouettes launching in spring as part of a new lifestyle line. Downstairs? The Adrenaline GTS 4, a collab with Jeff Staple, making its debut in March.

Highlight piece: Adrenaline GTS 4 x Staple, of course

Shop Brooks

Merrell

📍 United States

Merrell’s small space catered to buyers, but we snuck a peek at their upcoming Gramicci collab (sadly, no photos allowed). They also previewed new colorways for the Agility Peak 5 and Hut Moc 2 (pictured), plus an outerwear collection for the fall, with a plaid jacket and matching pants in technical fabric.

Highlight piece: Agility Peak 5 in new colors

Shop Merrell
roa paris fashion week

Roa

📍 Italy

Roa’s showroom was next level. Everything exuded top-tier quality, from shoes to bags and even an upcoming collaboration with “and Wander.” Their experimental designs are ahead of the curve without feeling too out there.

Highlight piece: Everything, pretty much

Shop ROA

More Scenes From Paris Fashion Week

collision running

Collision Running x Saucony Cafe

📍 Paris, France

Collision Running Club and Saucony collaborated to create a café that doubled as a meeting spot for runners. Not your typical Parisian café, it had a high school/track competition vibe that felt spot-on. They hosted a few runs, but the real magic was the hangout space—a cozy refuge from the weather with great coffee.

Follow Collision
distance staff and friends

Distance Staff and Friends Race

📍 Paris, France

To close a week of morning runs around the city, the Parisian store Distance organized a night urban race around the block of their store. The race was promptly called Staff & Family. The wild competition was the cherry on top of everything running this week. Congrats to the winners.

Follow Distance

Final Thoughts

We missed more events: Acid, with its upcoming pieces; District Vision, celebrating 10 years with a gallery show; Mizuno, unveiling its Loafer at a party; Hoka, also debuting the Speed Loafer; and On, showcasing upcoming collaborations.

> Main takeaways

  • There are lots of earth tones; brown is the new black. 
  • Bright green (not Volt) is also back. 
  • Not so much blue.
  • Trail running gets bigger and bigger. 
  • Lots of Polartec.
  • Accessories also get a lot of love from brands.

All in all, the event was a massive success. Many brands are already planning to return, with the shared sentiment that events like this can help grow and connect the community. Europe has nothing quite like this, so why not make it a tradition?

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Authors

Alfredo Mejia
Run Culture Editor

Alfredo is a runner, writer, creative director, and cultural analyst based in Berlin. After years as a casual runner, his move to Berlin transformed his running into a vital practice for mental health and a source of tranquility during cold, early morning runs. His interest in clothes comes from uniforms and sportswear, combined with a love for innovation and research—which might explain why he meticulously charts his winter running gear.

More from Alfredo
Shoe Size

7.5

Fav. Distance

21K

PRs
  • 4:00

    26.2
  • 1:52

    13.1
  • 48:26

    10K
  • 24:26

    5K
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