By Andy Marston, Sports Pundit
Paris Saint-Germain has launched PSG Running, a global community initiative spanning Paris, London, and international markets, combining physical events, digital engagement, and lifestyle activations.
The programme includes the return of We Run Paris, the club’s flagship 10K finishing at Parc des Princes, alongside the launch of international Run Clubs beginning in London earlier this month.
A digital PSG Run Club will launch on Strava in March, creating a connected global layer that links physical participation with online community.
Four-time Olympic champion Mo Farah joins as ambassador, giving the programme immediate credibility and strong local resonance in the UK market.
This builds on PSG’s growing physical presence in London, including its Oxford Street store, the first permanent UK retail location for a non-British football club.
The initiative is rolled out in partnership with Nike, integrating product, performance, and community into one connected strategy.
The London launch was further complemented by the recent pop-up exhibition Ici C’est Paris - La Maison, a five-day takeover of 14 Cavendish Square blending sport, culture, fashion, wellness, and retail (from 11-15 Feb). The concept will soon travel to Tokyo, Shanghai, Los Angeles, and New York.
Why It Matters
Many sports franchises have global digital reach. Far fewer invest in sustained physical touchpoints beyond matchdays or tours.
With a permanent retail store on Oxford Street, its temporary cultural residency in central London recently, as well as now having these community runs led by Nike coaches, PSG is building a layered presence, creating differentiated touchpoints that extend the club’s presence and relevance.
The fact they are doing this in London is particularly telling. The city is one of the most competitive football markets anywhere, hosting seven Premier League clubs, including several of the most followed teams in world football. However, instead of positioning themselves as a (rival) football club, PSG has entered through culture, of which running is having a particularly hot moment.
This positioning aligns with the club’s broader evolution, from its collaborations with Jordan Brand to its expansion into fashion, music, and design. Running is simply the latest extension of that cultural footprint.
Running does also carry significant structural advantages. For starters, there are low barriers to entry, rising female participation, and strong community dynamics. Additionally, the move fits naturally with Nike’s positioning and creates recurring engagement for PSG instead of one-off spectacle.
There is a broader consumer shift at play, too, which makes the timing of this move ideal.
As digital engagement becomes saturated, appetite for in-person connection grows (hence running’s hot moment). PSG is leaning into that IRL momentum with these run clubs (as well as with the experiential location) while maintaining digital continuity through Strava and its MyParis ecosystem.
At a local level, clubs such as Cambridge United FC have launched run clubs, blending football with participation and wellbeing and others should certainly explore similar. What differentiates PSG’s effort is scale, coordination, and the layered execution they’ve rolled out in London (and plan to replicate across multiple key international markets).
It will be interesting to see how they localise their efforts across other markets. The use of Sir Mo Farrah as an ambassador is smart as it adds authenticity within the UK market and creates credibility for the wider running community, especially as he’ll be ‘providing utility’ in the form of educational and instructional content.
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