© Saucony 10 km de la Tour Eiffel
Saucony Becomes Title Partner of the 10K de la Tour Eiffel
Saucony is accelerating its growth in France with a new high-profile partnership: the 10K de la Tour Eiffel will now officially become the Saucony 10K de la Tour Eiffel. This new naming marks a major visibility boost for the American running brand and strengthens the credibility of this Parisian race, which has become a must on the French running calendar. On December 7, nearly 20,000 runners are expected to take the start. Over the past few years, Saucony has multiplied its initiatives across France with one clear goal: to get closer to runners and establish itself as a key player in the country’s booming running scene.
| An Iconic Race in the Heart of Paris
On December 7, around 20,000 runners will set off from Avenue de Suffren for a breathtaking route that winds through some of the capital’s most beautiful landmarks — the Champ de Mars, the Seine riverbanks, Boulevard de la Tour-Maubourg, and the Hôtel des Invalides.
The course, at the very foot of the Eiffel Tower, offers a stunning mix of adrenaline, cobblestones, and self-challenge.
If Paris is an open-air museum, then the Saucony 10K de la Tour Eiffel has, over the years, earned its place as a true monument in the Paris running scene. The atmosphere on race day is electric: the sights, the energy, and that finish line in the heart of Paris are enough to win over any runner.
| A Strategic Partnership That Makes Perfect Sense
By becoming title partner of this event, Saucony is doing more than simply adding its name — it’s making a statement.
The American brand, known for iconic models like the Endorphin Speed, is bringing its “Run As One” philosophy right into the heart of the French capital. This global campaign celebrates connection, diversity, and the shared joy of running — a message far removed from the purely performance-driven discourse of the past.
For Saucony, this is its first title partnership of this scale in France — a major step toward long-term brand recognition and visibility. The company has clearly understood how to speak to the running community, betting on authenticity, proximity, and grassroots culture.
This year, Saucony has already made its presence felt in Paris through several uniquely designed pop-up stores and strong collaborations with Distance, the city’s iconic boutique blending fashion and running culture. A clever way to engage directly with those who live and breathe running every day.
| Paris, the Beating Heart of French Running
Establishing itself in Paris is far more than a symbolic move — it’s a powerful statement.
The French capital has long been the nerve center of the country’s running scene, where everything happens and everything begins. From the Paris Marathon and 20 km de Paris to the Paris Half Marathon and the hundreds of local run clubs sprouting across the city, running culture is exploding here.
It’s in Paris that new trends emerge, that communities unite, and that running becomes a true lifestyle. Parisians have that unique ability to blend performance and culture, effort and aesthetics. Within this thriving movement, the Saucony 10K de la Tour Eiffel naturally finds its place — the perfect fusion of postcard-worthy scenery, performance, and lifestyle spirit.
In the City of Light, running shines bright too — with the Paris Master Circuit, a series that brings together four iconic 10Ks: the 10K de la Tour Eiffel, 10K des Champs-Élysées, 10K du Trocadéro, and 10K du Panthéon. Together, they form a true running circuit through Paris, offering runners the chance to stride past the city’s most breathtaking monuments.
By anchoring itself in the Parisian landscape, Saucony is doing more than sponsoring a race — it’s cementing its place in the beating heart of French running. Beyond the naming rights and logo arches, the brand plans to bring the event to life with on-site activations, exclusive product launches, and an immersive experience true to its DNA. All the ingredients are there to give new momentum to an already beloved race.
✔ Save the date: December 7, 9:00 a.m. — the streets of Paris await the start of the Saucony 10K de la Tour Eiffel.
Clément LABORIEUX
Journalist
