JD Sports and ASICS Take Their House Format to Paris Fashion Week

JD’s programme opened with DJ sets and performances by Kerchak and Ino Casablanca. Saturday brought a Move Through Life talk, customization workshops with Horah, coffee and matcha from Koni, interactive installations and a chess tournament with Paris Gambit.

The GEL STRATUS MC was the footwear focus, with the schedule built around activities that gave visitors reasons to stay beyond a product display. A footwear launch inside a cultural venue JD Sports France’s event page describes ASICS House as a two-day Paris stop after London and Rotterdam.

That repeatable format lets JD adapt the programme to a local audience while keeping ASICS footwear at the centre of the experience. Music, workshops and games provide an in person setting for the retailer’s broader sneaker offer.

ASICS positions the GEL-STRATUS MC within its SportStyle range, with an upper inspired by the GEL-STRATUS 4 running shoe. At ASICS House, the model gave the activation a current product anchor as JD connected technical running references to fashion week visitors and the retailer’s lifestyle customers.