Who's Next - Première Classe show puts athleisure centre stage

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Nicola Mira
today Sep 7, 2017
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'Athleisure,' the newly-coined expression which trend gurus use increasingly often, will play a prominent part at the forthcoming Who's Next - Première Classe show. The Parisian event, scheduled from 8 to 11 September, wants to encourage retailers to come to grips with athleisure, showing how it can help them attract new customers. The leading trend in sportswear, which seeks to blend sporting apparel into women's everyday outfits, will in fact fall under scrutiny at the Porte de Versailles exhibition centre through a variety of initiatives.

An advert by sport footwear label Coolway Freestyle - Coolway Freestyle

Who's Next - Première Classe has invited several sets of specialists to join in the conversation. First of all, the show will launch the Athleisure Festival, with help from the Dresscode Festival organiser Emmanuelle Mary, whose mission will be to add zest to her own part of the show, within the Trendy section, with sporting partnerships and initiatives. The spotlight will shine on about ten specialist brands, and on the AnimeeParis website, which claims to be France's premier athleisure e-store.

Another feature is Run Chic, dedicated to everything contemporary in running and the running lifestyle, with an area that will act as pop-up store and also let runners engage in their favourite activity. This athleisure hub will be located outside the main show area, alongside Who's Next's music venue.

Première Classe will place a strong emphasis on sneakers, with tech footwear label Coolway Freestyle especially prominent, while during the entire show visitors will be able to make the most of the services of Sneakers & Chill, which will set up a pop-up studio for customising and repairing sneakers.

Finally, the collaborative studio Atelier Meraki, which takes part in the show for the third time, will focus on athleisure, by showcasing several specialised concepts and designers, such as boxer Dylan Charrat who will introduce his label Taido, as well as entertain visitors with boxing demonstrations.

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