olympic retail revolution
"We will rock you" - Freddie Mercury
As we move into this eventful year, I would like to thank you warmly for your loyalty and continued interest in our newsletter. For those who prefer to read it in English, you can now find it here: Newsletter in English.
As we approach the Olympic Games in Paris, excitement is palpable throughout the city. The streets, shops and even the air we breathe seem to vibrate with new energy. Our newsletter perfectly aligns with this dynamic and conquering spirit, and for that, we have chosen an iconic song that sums up this atmosphere: “We Will Rock You” by Queen. 🎵
“We Will Rock You” is not just a song, it’s a hymn to determination, victory, and celebration of collective effort. Freddie Mercury and his group captured the essence of competition and perseverance, values that resonate particularly during this Olympic period. Just like athletes preparing to give their best on the field, sports brands in Paris are preparing to welcome the world with new innovations and experiences.
Let yourself be carried away by the catchy rhythm and powerful lyrics of “We Will Rock You” as we explore together the major transformations of sports retail in Paris. Through this newsletter, we invite you to discover how the trade adapts and is inspired by the Olympic spirit to offer exceptional experiences.
Enjoy reading
With Love,
Daniela 💗
topologie
Topology was born in 2018 from the passion for climbing and outdoor adventure. Founded by mountain enthusiasts in Hong Kong, Kevin Wong and Carlo Gan. The brand’s mission is to translate the aesthetics and functionality of climbing equipment into urban fashion accessories. Topology offers a unique fusion of robustness and clean style.
The Topologie boutique, located in the Marais, offers an immersive experience with a design inspired by rock walls and natural environments. The store is designed to allow unique customization through a wide range of interchangeable straps and accessories. Customers can touch and test the products, feeling the spirit of adventure that drives the brand.
Unique, Why?
Topology is distinguished by its ability to combine the world of climbing with that of urban fashion. Their customization offering is unmatched, allowing customers to create custom accessories that reflect their own style and passion for adventure.
What I like:
I particularly appreciate the way Topology integrates functionality and aesthetics into each product. The extensive personalization concept makes each store visit unique and engaging, offering a true experience of discovery and creation.
circle sportswear
Circle Sportswear is an innovative French brand dedicated to eco-responsibility and sports performance. Founded by sports and sustainability enthusiasts, the brand is committed to creating products that respect the environment while offering high performance.
Circle Sportswear’s pop-up store in the Marais showcases a modern and clean design, with a strong focus on innovation and sustainability. The materials used in the shop are themselves environmentally responsible, reflecting the brand’s commitment. Customers can discover products such as the SuperNatural Runner, a running shoe made in Europe from natural and sustainable materials.
Unique, Why?
Circle Sportswear stands out for its commitment to eco-responsibility and innovation. Each product is designed to minimize environmental impact while offering high-level performance, making it an attractive brand for environmentally conscious consumers.
What I like:
What I love about Circle Sportswear is their dedication to creating sustainable products without compromising performance. Their store is a perfect example of how sustainability and innovation can coexist harmoniously. The modern and clean atmosphere of the pop-up store makes the shopping experience pleasant and inspiring.
naked
Naked, founded in 2004 by Stine Vesterskov, is a Danish lifestyle brand that combines streetwear culture and sports performance. It quickly became a reference for urban fashion enthusiasts.
The Parisian Naked boutique, located in the Marais is a space where streetwear culture and sports performance meet. The design of the shop is elegant and modern, offering an exclusive selection of sneakers and sportswear in an inspiring setting. Customers can discover unique and trendy pieces, reflecting the brand’s philosophy.
The place is attractive thanks to its unique design, composed of flat pastel colors that unfold over the spaces, creating a soft and welcoming atmosphere.
The bright lighting highlights each item, making the shopping experience both pleasant and visually pleasing.
Unique, Why?
Naked is distinguished by its holistic approach to Retail. The shop offers not only exclusive clothing and sneakers, but also a selection of art and lifestyle books, as well as ceramic pieces such as carafes, vases, and recycled bottle items. This diversity of offer makes Naked a place of continuous discovery for design and fashion lovers.
What I like:
I particularly like the way Naked combines aesthetics and functionality. The pastel interior design and careful lighting creates a welcoming and inspiring atmosphere. In addition, the focus on art and ceramic items enriches the shopping experience, offering customers an immersion into a world where fashion meets art and design.
millet
Millet, founded in 1921 by Marc Millet, is an iconic French brand specialized in mountain and hiking equipment. With nearly a century of experience, Millet is known for its technical innovations and commitment to quality and sustainability.
The Millet store in Paris is a space where innovation and tradition mix. The design of the shop evokes open spaces and alpine peaks, offering customers a total immersion in the mountain world. The products are presented in a way that reflects their technical and robust nature.
Unique, Why?
Millet is known for its unrivalled mountaineering expertise and know-how. Their commitment to sustainability and environmental protection adds an extra dimension to their products, making them attractive for quality and environmentally conscious consumers.
What I like:
At Millet, the experience of trying on shoes is particularly immersive. Customers have the option of walking in a tray specially designed to reproduce different terrain configurations, placing them directly in situ. This approach allows testing the performance and comfort of shoes in realistic conditions, making the purchase both informative and engaging.
A little history…
The Champs Élysées, a mecca of Parisian luxury, is changing in response to the growing enthusiasm for sport and well-being. At the dawn of the 2024 Olympic Games in Paris, the famous avenue now embodies a new dynamic where sport is combined with luxury to offer an unprecedented retail experience.
The Champs Elysées has a rich and fascinating history. Their origin dates back to the 17th century, when Marie de’ Medici decided to create a long promenade bordered by trees starting from the Tuileries Palace. Named “Grand Cours”, this alley quickly became a popular place for Parisians.
Over the centuries, the Champs Elysées has been transformed and embellished. In the 18th century, architect Jacques Hittorff introduced sumptuous fountains and gardens, enhancing the avenue’s appeal. The 19th century marks a new stage with the construction of the Arc de Triomphe, erected to celebrate Napoleonic victories, making the Champs Elysées a place of national gathering.
In the 20th century, the avenue experienced a spectacular growth with the arrival of department stores, cinemas and famous cafes such as Fouquet’s. These establishments attract an international clientele, giving the Champs Elysées its reputation as “the most beautiful avenue in the world”. Luxury brands are established there, transforming the avenue into a true temple of high-end shopping.
Decline and Renewal
From the 1980s, the Champs Elysées began to experience a period of decline. Luxury brands are gradually giving way to larger retail stores such as McDonald’s, Zara, H&M and Foot Locker. This transformation led to a gradual disaffection of the Parisians, who left the avenue for other more authentic neighborhoods.
The proliferation of fast food and mass-market shops is changing the landscape of the Champs Elysées, transforming this luxury hub into a space more oriented towards mass commerce. Cinemas, once a prestigious venue, become mere places of passage, contributing to the visible deterioration of the avenue, littered with paper and rubbish after each session.
Between 1990 and 2000, many of the shopping malls that once made the Champs Elysées proud were deserted. The avenue is losing its luster, failing to attract the sophisticated clientele that used to frequent it. The construction of the Étoile RER station, which facilitates access from the suburbs, also changes the number of people on the avenue, accentuating its image as a place for mass consumption.
Renewal and Transformation
Now, where renowned galleries and boutiques have freed up remarkable spaces, the avenue is alive and ready to host the Olympic Games in grand pomp. The urban renewal project includes closing back walkways and adding new trees to improve aesthetics and comfort.
The installation of the Louis Vuitton flagship at the corner of Avenue George V, opened in 2005, marked the beginning of this transformation. Luxury brands such as Dior, Cartier, Weston, Bulgari, and Tiffany followed suit, reaffirming the position of the Champs Elysées as the avenue of luxury. These changes have ushered in a new era of consumption, combining luxury and sport, which continues today with brands like Lacoste, Adidas, and Nike Innovation, adding to the avenue’s global appeal.
The 2024 Olympic Games catalyze this transformation, with sports brands such as JD Sport and Lululemon increasing their presence to capitalize on the expected tourist influx. In addition, specialized brands in running and wellness such as On and Salomon are also installed on the avenue.
The following stores will open very soon:
– On, a Swiss brand, introduced its CloudTec® running technology in Paris at the Saint Germain market in early 2024, offering an experience that combines performance and design, in a space dedicated to well-being and the quest for personal excellence. A second brand is expected on the Champs, marking a significant expansion.
https://www.on.com/fr-fr/explore/stores/paris-saint-germain
– Salomon will soon open in the old Citroën building, reinforcing the presence of sports brands on the avenue.