The Spurs pop-up: a unique NBA experience in the heart of the Marais
Spurs Week Paris: When a pop-up store becomes a long-term growth strategy
Following the success of the San Antonio Spurs’ pop-up store in Paris in 2025 — a project Nestore actively contributed to — the Texas franchise is taking things to the next level.
In 2026, the initiative expands into a more ambitious format: Spurs Week Paris, a full week of events dedicated to French fans.
A closer look at an operation that perfectly illustrates how a retail activation can evolve into a strategic lever for international expansion.
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2025: A Strategic Pop-Up Powered by Nestore
In 2025, the San Antonio Spurs didn’t just come to Paris to play an NBA game. They came to test a market.
During the NBA Paris Games, the Texas franchise opened a pop-up store in Le Marais. But this wasn’t just another temporary retail space. It was a statement.
A statement to French fans.
A statement to the broader European market.
And a statement to brands: physical retail remains a powerful strategic lever.
Nestore supported the operational rollout of the pop-up, securing a prime location in Le Marais (20 rue des Francs Bourgeois, Paris 3rd arrondissement) and structuring both its implementation and retail execution. The objective was clear: turn a one-off event opportunity into a meaningful local foothold.
And it worked.
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2026: From Activation to Long-Term Strategy
One year later, the format evolved.
From February 26 to March 1, 2026, the Spurs are launching Spurs Week Paris — a full week of activations, with the pop-up store serving as the central hub.
The program includes:
- An exclusive “Bexar Goods x Paris” collection
- On-site activations and prize experiences
- Youth basketball clinics
- The renovation of a court in Nanterre
- An official watch party to close the week
This is no longer a one-off highlight. It’s a structured presence.
The Spurs aren’t just coming to Paris to play a game anymore.
They’re investing in the city.
The Spurs Pop-Up: A Lesson for Brands
The Spurs Paris case offers a powerful insight.
At first glance, a pop-up store can seem purely tactical — a short-term activation designed to capture attention, drive sales, and capitalize on media momentum.
But when designed strategically, it becomes much more.
In 2025, the Spurs pop-up functioned as a real-world testing ground. It allowed the franchise to assess:
- The true depth of its French fanbase
- The market’s responsiveness to physical activations
- The impact of an experiential space on community engagement
In other words: test before scaling.
By 2026, the shift is clear. What began as a test has become a strategic pillar. Retail now anchors a broader ecosystem combining community engagement, youth development, infrastructure investment, and cultural positioning.
For brands, the takeaway is straightforward:
- Physical retail isn’t dead — it’s strategic.
- Experience outweighs pure transaction.
- Local anchoring strengthens international credibility.
- A successful activation can pave the way for long-term presence.
In a world where almost everything is measured digitally, physical touchpoints create something different: memory, emotion, and proof.
The Spurs didn’t just sell merchandise in Paris.
They built a connection.
And that kind of connection is what turns a marketing initiative into an expansion strategy.
Quick Summary
- When is the Spurs pop-up store? February 26 to March 1, 2026
- Where is the Spurs pop-up store in 2026? In Paris’ 1st arrondissement
- Why are the Spurs hosting a pop-up in France? To strengthen their presence in France and build long-term engagement with their fanbase through Spurs Week Paris
