The PUMA Suede House pop-up space became a highlight of Paris Fashion Week.
Puma opened a pop-up space during Paris Men's Fashion Week. —PUMA Suede House. A large-scale installation opened in the Marais district, next to the brand's Paris office, and is open to the public from January 22 to 24. Puma thus pays tribute to its iconic Puma Suede sneaker, which debuted in 1968.
The space immerses you in the history of sneakers, exploring the brand's connections to sports, fashion, and street style. The pop-up space offers DJ sets, cocktails, and selfies in stylish photo zones.
The Suede House space serves as a showroom for the Fall 2026 collection, as well as an exhibit showcasing the evolution of the Suede model from its origins as a basketball sneaker to its current iteration.
The Suede House installation is less focused on sales and more on creating a moment. On the first day, the space was open to influencers, who were given numerous photo zones—including a mini-basketball court—to create content, while on the remaining days, Suede House is open to all visitors.
While Puma is not a fashion brand in the traditional sense, company executives believe a presence at Fashion Week is essential to re-establishing and maintaining the brand's leadership position in the crowded footwear market.
The Paris campaign coincides with a larger corporate overhaul. During Puma's October earnings call, CEO Arthur Hoeld stated that a lack of "brand appeal" was the primary problem, citing overly bloated product lines, excess inventory, and weak consumer interest in traditional styles as factors holding the brand back.
Hoeld described 2026 as a "transition year" following a significant sales slowdown that has left investors questioning the brand's positioning amid increasing competition from both performance-focused competitors and more fashion-forward sneaker brands. The Parisian Suede House is one of a series of high-profile marketing events Puma has planned for this year.
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Puma opened a pop-up space during Paris Men's Fashion Week—PUMA Suede House. The large-scale installation opened in the Marais district, next to the brand's Paris office, and is open to…
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PETER KAISER - the best brand of 2025!
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We form the salary of sellers: expert advice
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Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
Fur, and not only: types of lining
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The best models of Czech shoes of the past
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Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
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