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2025: A strategic pop-up powered by Nestore's Group

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 with the help of Wombat's team 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.

👇 You’ll find the complete Spurs Week Paris schedule (Feb 26–March 1, 2026) at the end of this article.

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

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🗓 Spurs Week Paris — Full Program

📍 Thursday, February 26 – Sunday, March 1

Les Spurs Pop-Up Fan Shop (Paris)

• A temporary Spurs retail store opens in the 1st arrondissement of Paris.
• It offers exclusive Spurs gear, including a special Bexar Goods x Paris collection, plus classic jerseys, hats and other merchandise.
• Store hours: 10 AM – 6 PM CET daily, closing early at 2 PM on Sunday, March 1.

🏀 Thursday, February 26

Spurs Basketball Clinics — Le Chesnay

• Youth basketball clinics take place in Le Chesnay-Rocquencourt, the hometown of French NBA star Victor Wembanyama.
• Spurs Sports Academy coaches lead skill development sessions.
• These clinics are open to athletes aged 8–16 and require advance registration.

🏗️ Saturday, February 28

Play Paris Court Unveiling — Nanterre

• Spurs, in partnership with Ledger, unveil a newly renovated basketball court as part of the Play Paris program.
• After the court reveal, a skills challenge for local youth is held, also requiring pre-registration.

📺 Sunday, March 1

Official Spurs Watch Party — Paris

• A public watch party is hosted for fans to gather and watch the Spurs vs Knicks NBA game (tip-off around 7 PM CET).
• The event is free but requires RSVP/registration.
• Expect Spurs fan atmosphere with entertainment, team mascots, and more.