Athletic Brands Dominate Paris Men’s Fashion Week January 2026

For athletic players, Paris Men’s Fashion Week has become an essential destination to showcase their newest collections to international buyers.

Puma, Asics, Vans, Brooks, Saucony and Salomon are all making a splash in the city this week as fashion and sport continue to converge — and the Winter Olympics and World Cup take center stage.

Kristof Cavazzana, vice president of product and experience at Salomon, told WWD sister publication FN in an interview that the week serves as a “powerful moment” to amplify the brand’s voice globally and connect its technical heritage with contemporary lifestyle.

The Amer Sports-owned French mountain sports brand is indeed making its presence known this week with the grand opening of its expansive new office and showroom.

Located in the heart of the city’s 10th arrondissement, the new 16,000-square-foot space spans multiple floors that serves as a “flagship creative and strategic center” designed to “accelerate the brand’s global impact,” the company said.

Dubbed the “Paris Hub,” the brand noted that its new space aims to go “well beyond a traditional brand showroom” and act as an “experiential engine for brand expression” that will host global product launches, community activations, innovation dialogue and meetings with partners, athletes and retailers.

“As Salomon accelerates its trajectory worldwide, the Paris Hub becomes a central driver of the brand’s expansion and transformation,” Cavazzana added.

Puma, which continues to undergo restructuring amid acquisition speculation, is opening a pop-up space in honor of one of its signature shoe styles. Called the Puma Suede House, the space will feature dedicated rooms focused on the key subcultures that defined the Suede sneaker, basketball, skateboarding, and street culture. A special presentation of archival models guides guests through defining moments from 1968 to 2026 and beyond will also be on display.

“This season, we are standing behind the Suede as a Puma icon and a shoe that has added so much richness to the brand,” said Christina Mirabelli, global marketing director of Puma Sportstyle. “This is a moment to celebrate the Suede’s past and future, introducing it to a new generation.”

Other brands like Saucony will be hosting morning runs to kick-start the day. The Wolverine-owned running brand will also host a multiday pop-up showroom in the Marais to preview the brand’s fall 2026 collection. Executives from Wolverine’s other star brand, Merrell, will host a separate showroom to showcase its latest collection.

Brooks Running will also be in town, hosting a showroom that will feature fall 2026 lifestyle releases and soon-to-be-released spring 2026 styles for attendees to explore. The brand will also be celebrating the return of the Adrenaline GTS 10 lifestyle sneaker with a customization experience.

Matt Weiss, senior director of lifestyle footwear at Brooks, told FN that this is the brand’s third season showcasing its lifestyle collection in Paris. “We’re incredibly excited to be here,” Weiss said. “It’s a valuable opportunity for us to connect with best-in-class retailers, media, and influencers to showcase our curated approach to the category.”

Elsewhere, Vans will be celebrating its new flagship in Paris on Wednesday, and Asics will be marking its newest collaboration with CP Company on Friday, while Timberland and sneaker retailer Naked Copenhagen will be hosting several events throughout the week. What’s more, Adidas is expected to reveal its latest Y-3 collection and its newest offering from its ongoing collab with Willy Chavarria.

New to the scene this season is unisex footwear brand Monta, which is hosting a dedicated showroom in the Marais this week. Led by designer Romain Kremer, the brand aims to offer a distinctive and contemporary perspective to Alpine heritage. Monta will also host a showroom to present its debut collection as well as Kremer’s own line.