From the Elysée Palace to the Eiffel Tower via the Rugby World Cup, the Perpignan-based company is shaking up the codes of the espadrille.
Difficult to approach the subject of espadrilles in the Pyrénées-Orientales without mentioning the success story of Payote. The brand, founded in 2016 by Olivier Gelly, is experiencing a meteoric rise. Today, Payote receives two million requests for espadrilles a year, but “only” 80,000 pairs are currently produced in Pyas basque and Les Landes. Such a strong enthusiasm that the founder accelerated the creation of his factory in Perpignan, whose fundraising, launched to offer his customers to participate in the financing, has already reached 341,000 euros out of the 500,000 expected.
Payote abounds with prestigious partners. The Eiffel Tower and the Elysée, for example, have their personalized espadrille. The NBA (the National Basketball Association, the main basketball league in the world) wanted his own for each franchise.
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Perpignan: Payote’s tribute to Queen Elizabeth II thrills social networks… almost 500 pairs of espadrilles sold in less than 48 hours
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“I have been contacted by the NBA”: orders for sneakers explode internationally, Olivier Gelly accelerates the creation of his Payote factory in Perpignan
The French Rugby Federation has five Payote models in its image. The Perpignan brand has been an official licensee of the FFR for five years. Five pairs will be part of the Rugby World Cup merchandise. “We are going to launch the whole communication campaign at the beginning of August, just before the test-matches“, specifies Oliver Gelly. An advertising campaign for which Antoine Dupont, Romain Ntamach, Mathis Lebel or Julien Marchand will take off their crampons in favor of… espadrilles.
2023-07-29 19:42:16
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