The line between performance and lifestyle keeps getting blurrier—and ASICS knows it.
To celebrate the launch of its new Sensory Bloom Collection, the Japanese sportswear giant is taking over Paris’s 10th arrondissement with ASICS Bloom Experience, a two-day activation where sneakers are only part of the story. Think movement, music, community and a healthy dose of sensory escapism.
Built as an immersive playground, the experience unfolds across three spaces: Sweat Club, where multidisciplinary creative Sophie Tracy May leads high-energy dance sessions; the Reset Room, a sound-driven sanctuary designed to disconnect from the city’s constant overstimulation; and the Fuel Station, serving specialty coffee and curated bites by Haikara Kissa Coffee.
The spotlight naturally lands on the return of the GEL-CUMULUS™ 16. First introduced as a performance runner in 1999, the silhouette is back with a SportStyle makeover that merges its archival DNA with contemporary streetwear appeal, proving once again that retro runners continue to dominate the conversation.
As the sun goes down, the energy shifts from movement to music. Live performances from Zélie and Asfar Shamsi set the tone before an all-female DJ takeover hosted by Rinse France closes the weekend, bringing together Paris’s creative community through sound, style and shared experience.
More than a product launch, ASICS Bloom Experience reflects where sport culture is heading today: less about performance metrics, more about creating spaces where fashion, wellness and community naturally collide.
ASICS Bloom Experience
July 10–11, 2026
27 Boulevard Jules Ferry, 75011 Paris
Open to the public from 10:00 AM to 5:00 PM, ASICS Bloom Experience invites visitors to explore its immersive spaces through dance workshops, sensory installations and community-driven programming.
Friday, July 10
8:00–10:00 PM — Tiny Desk Live featuring Zélie and Asfar Shamsi (doors open at 7:30 PM)
10:00 AM — Sweat Club dance workshop (powered by Courir)
12:00 PM — Sweat Club dance workshop (powered by Courir)
2:00 PM — Sweat Club dance workshop (powered by Mira)
4:00 PM — Sweat Club with Zélie
