Paris Men’s Fashion Week has seen a dramatic shift, with athletic brands stepping into the spotlight and redefining the boundaries of menswear. From Nike and Adidas to Salomon and New Balance, sportswear giants were no longer fringe players but major forces shaping the runway and the conversation.
In a fashion week traditionally dominated by luxury houses, athletic brands made their presence known through immersive activations, innovative collaborations, and a clear sense of cultural relevance. Adidas launched new designs with Wales Bonner and reintroduced football-inspired pieces under Y-3. Salomon offered art workshops, Saucony held running events, and Nike livestreamed exclusive product drops directly from Paris, blurring the line between performance and fashion.
This surge isn’t just a seasonal trend. With the 2024 Olympics in Paris and UEFA Euro 2024 happening in tandem, the athletic mood felt organic and well-timed. Luxury brands also embraced the shift—Louis Vuitton, Rick Owens, and Wales Bonner all leaned into sportswear cues, from blokecore jerseys to sleek technical bodysuits.
More than just apparel, these brands brought storytelling and engagement to the forefront. Their pop-ups and street-level events became extensions of their collections, prioritizing community and experience as much as style.
As the lines between sport, culture, and fashion continue to blur, athletic brands are no longer borrowing relevance—they’re defining it.
