Founded in 1980 in France, Courir began as a running shoe retailer but has since evolved into a leader in fashion-forward sneaker culture. With its Parisian heritage and streetwear influence, the brand is now focused on much more than style, and has become a platform for gender inclusion, sustainable innovation, and circular transformation in retail.

A feminine approach

In the early 2000s, Courir shifted its strategy to meet the rising demand for lifestyle sneakers, curating collections inspired by urban culture and seasonal fashion. Today, Courir positions itself as the go-to sneaker platform for women, designing both in-store and online experiences that centre feminine identity.

Courir’s commitment to gender equality is deeply embedded across its operations, from concept stores tailored to women’s needs to curated collaborations that spotlight female creativity, individuality, and style. Between 2018 and 2022, the proportion of women in managerial roles increased from 36% to nearly 60%. By 2024, Courir achieved a gender equality index score of 95/100, showcasing its long-term dedication to equality, representation, and cultural change within the traditionally male-dominated sneaker industry.

Recycle Your Ex Sneakers

In 2023, Courir introduced Recycle Your Ex Sneakers—a take-back and recycling initiative focused on reducing waste in the footwear industry. The program responds to an urgent industry gap: despite the environmental impact of discarded footwear, only 2% of sneakers are currently being collected through retail recycling channels, with the rest ending up in landfills.

Here is how the program works:

Image source: Courir

The ultimate goal is to produce a fully recycled sneaker, from the sole to the upper, that is designed and manufactured in Europe. This vision supports a closed-loop production model that combines function, fashion, and environmental accountability.

Collaborating for Impact

To amplify its sustainability strategy, Courir partners with like-minded brands such as Aigle and Kappa. A recent collaboration with Aigle produced a sneaker made in Europe, featuring a recycled sole and nearly 50% lower carbon emissions compared to conventional sneakers. The design reflects Courir's identity: minimalist, versatile, and rooted in vintage sport aesthetics.

Image source: Courir

Sustainability beyond the product

Courir's sustainability efforts extend far beyond its products. Through its Learning Spirit digital platform, employees receive ongoing training on sustainable fashion principles, helping embed environmental awareness at every level of the company. Internally, the brand runs the Rise Up HR program, designed to promote inclusivity, career mobility, and accessibility for employees of all abilities, proving that sustainability encompasses a social aspect as well.

The brand also champions social causes such as breast cancer awareness through its annual Pink Spirit campaign. Since 2023, Courir has raised nearly €42,000 through special sneaker collections and in-store donations, mobilising its community around prevention and education.

A scalable, Sustainable Future

While still in the pilot phase, the Recycle Your Ex Sneakers program has laid the groundwork for scaling sneaker recycling across Europe, with additional store launches planned for 2025.

By partnering with innovative manufacturers and embracing sustainable design principles, Courir is helping shape a more circular and inclusive future for the sneaker industry.

Discover more sustainable fashion brands on Reflwan's news page.