Gentle Mates - Paris Pop-Up

Client: Shopify, Gentle Mates
Role: Client Liaison, Talent Relations, Brand Strategy, Creative Direction, Event Producer
Year: 2026

In partnership with Shopify, French esports powerhouse Gentle Mates brought its digital-first community to life through an immersive three-day retail pop-up in Paris's iconic Le Marais neighborhood. Founded by influential creators Squeezie, Gotaga, and Brawks, Gentle Mates transformed the space into a destination celebrating gaming, streetwear, and fan culture, coinciding with the Call of Duty League Major IV in Paris.

The activation offered fans an opportunity to connect with the brand beyond the screen through exclusive merchandise, limited-edition apparel, and interactive experiences. Featuring a special Paris Major collection available exclusively on-site, the pop-up integrated Shopify-powered commerce to create a seamless shopping experience. A dedicated branded shuttle connected the retail space with the tournament venue, extending the Gentle Mates experience across the city and connecting competitive esports with real-world community engagement.

The partnership was amplified through social storytelling, including event promotion, creator-driven content, on-site coverage, and post-event highlights. The activation brought together the influence of Gentle Mates' founders, the excitement of a major international esports competition, and Shopify's commerce technology to transform an engaged online audience into an in-person brand community, reinforcing Shopify's role in helping the next generation of creators turn their passions into thriving businesses.