Tickets for Paris Saint-Germain's We Run Paris were gone within a few hours. The club's new running program aims to turn passive fandom into daily activity.
When PSG launched We Run Paris in 2023, more than 10,000 people raced through western Paris and crossed the finish line in front of the Parc des Princes. The second edition, scheduled for June 28, sold out within hours — a signal that the club is onto something bigger than a branded 10K. PSG Running, unveiled last month, is the club's attempt to turn that energy into a year-round movement: international run clubs (launched first in London), a digital PSG Run Club on Strava, and four-time Olympic champion Sir Mo Farah as ambassador.
The program is built for scale. PSG is leaning on Nike and tapping its network of 180 official supporters' clubs and PSG Academies in 22 countries to seed local activations globally. Instead of just focusing on adults, PSG Run Club welcomes kids, too, including four courses for children aged 7 and up. And the Strava integration is a smart move: it embeds PSG into the daily habits of an already highly engaged running community, rather than asking people to adopt a new platform from scratch.
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Running has become one of the most culturally potent sports around. An estimated 600 million people run regularly, and participation is still climbing, especially among women. PSG's play is less about fitness and more about belonging. Wrapping your brand around a popular physical activity is a powerful way to deepen community ties and become embedded in people's daily routines. The sell-out speed of We Run Paris tickets is a reminder that people aren't just looking for products or entertainment — they're looking for communal experiences. PSG Running transforms passive soccer supporters into active members of a shared, physical ritual.