{"id":10429,"date":"2025-05-18T07:40:25","date_gmt":"2025-05-18T05:40:25","guid":{"rendered":"https:\/\/www.forbes.be\/fr\/?p=10429"},"modified":"2025-05-21T14:39:11","modified_gmt":"2025-05-21T12:39:11","slug":"la-fievre-du-running-handshake-cest-la-tape-dans-la-main-apres-leffort","status":"publish","type":"post","link":"https:\/\/www.forbes.be\/fr\/la-fievre-du-running-handshake-cest-la-tape-dans-la-main-apres-leffort\/","title":{"rendered":"La fi\u00e8vre du running : \u00ab Handshake, c\u2019est la tape dans la main apr\u00e8s l\u2019effort \u00bb"},"content":{"rendered":"

Longtemps per\u00e7u comme une pratique monotone, le running s\u2019impose aujourd\u2019hui comme une culture m\u00ealant sport et lifestyle. \u00c0 Bruxelles, des collectifs comme Carbon et Cadence Athletics red\u00e9finissent la course dans une dynamique communautaire et esth\u00e9tique. Dans leur sillage, la boutique Handshake brouille les fronti\u00e8res entre performance et architecture.<\/strong><\/p>\n

Chaque mardi \u00e0 19h, place Flagey, 50 \u00e0 100 runners se retrouvent pour un footing collectif. Une routine orchestr\u00e9e par Cadence<\/a>, crew lanc\u00e9 en janvier 2023 par Max Van Santen, ex-Cowboy. \u00ab J\u2019avais envie d\u2019un projet alliant mes passions (art, design, sport). Le running m\u2019est apparu comme un point de convergence, la discipline ayant pris, post-Covid, une nouvelle dimension urbaine et sociale. \u00bb<\/p>\n

Cadence s\u2019est vite mu\u00e9 en communaut\u00e9 soud\u00e9e, qui s\u2019est notamment d\u00e9plac\u00e9e au marathon de Copenhague le 11 mai dernier. Elle s\u2019est aussi dot\u00e9e d\u2019une plateforme cr\u00e9ative, nourrie par des collaborations pointues et des contenus soign\u00e9s sign\u00e9s Substance<\/a>, le studio de branding cofond\u00e9 par Max en 2024.<\/p>\n

\"\"
Le running crew Cadence \u00a9Cadence Athletics<\/figcaption><\/figure>\n

Les running crews ont s\u00e9duit un public qui n\u2019aurait peut-\u00eatre jamais chauss\u00e9 de baskets. Cet engouement a vu \u00e9merger, au-del\u00e0 des g\u00e9ants Nike ou Reebok, des labels pointus comme ON, District Vision ou Satisfy, diffus\u00e9s dans des boutiques sp\u00e9cialis\u00e9es \u00e0 l\u2019\u00e9tranger. \u00ab J\u2019ai \u00e9t\u00e9 le premier \u00e0 les importer en Belgique \u00bb, explique Antoine Lema\u00eetre, fondateur du running crew Carbon<\/a> et de Handshake<\/a>, boutique inaugur\u00e9e en f\u00e9vrier dernier \u00e0 Bruxelles.<\/p>\n

Le d\u00e9clic ? Le marathon de Boston en 2024. \u00ab C\u2019est une institution depuis 100 ans. Tout au long du parcours, les gens font des barbecues et encouragent les coureurs \u00bb, se souvient Antoine. \u00c0 l\u2019arriv\u00e9e, euphorique, il appelle sa compagne pour lui dire qu\u2019il d\u00e9missionne de son job dans le retail ! \u00bb Il lance alors le projet de boutique avec un associ\u00e9 belge, rencontr\u00e9 lors d\u2019un community run Satisfy \u00e0 la Fashion Week de Paris.<\/p>\n

Une esth\u00e9tique loin des codes fluo<\/strong><\/p>\n

\u00ab Je voulais un lieu \u00e0 taille humaine, dot\u00e9e d\u2019une vraie identit\u00e9 architecturale \u00bb, poursuit Antoine. Pour am\u00e9nager l\u2019int\u00e9rieur, il s\u2019entoure de Bim Bam Boum et de Duplex Studio. R\u00e9sultat : une esth\u00e9tique moderne et \u00e9l\u00e9gante, r\u00e9solument diff\u00e9rente des magasins de sport aux codes fluo. Handshake assume un positionnement premium, avec une s\u00e9lection de marques exigeantes. Pourquoi \u00ab Handshake \u00bb ? \u00ab On voulait un nom positif, charg\u00e9 de sens. Cette tape dans la main apr\u00e8s l\u2019effort partag\u00e9, c\u2019est l\u2019\u00e9nergie du lieu. \u00bb<\/p>\n

\u00c0 la crois\u00e9e des flux et des intentions, la rue de Namur n\u2019est pas non plus un hasard. \u00ab Avec des spots comme Aesop, Bouche et Smets, l\u2019art\u00e8re respire le lifestyle. \u00bb Un carrefour entre Louise, Saint-Boniface et Sablon, o\u00f9 se croisent touristes et Bruxellois. Comme Handshake : central et ouvert, exclusif mais pas excluant.<\/p>\n

\"\"
Antoine Lema\u00eetre, fondateur de Handshake \u00a9Baudouin Willemart<\/figcaption><\/figure>\n

HANDSHAKE. Rue de Namur 49, 1000 Bruxelles. Du mardi au samedi de 11 \u00e0 19h.<\/p>\n","protected":false},"excerpt":{"rendered":"

Longtemps per\u00e7u comme une pratique monotone, le running s\u2019impose aujourd\u2019hui comme une culture m\u00ealant sport et lifestyle. \u00c0 Bruxelles, des collectifs comme Carbon et Cadence Athletics red\u00e9finissent la course dans une dynamique communautaire et esth\u00e9tique. Dans leur sillage, la boutique Handshake brouille les fronti\u00e8res entre performance et architecture. Chaque mardi \u00e0 19h, place Flagey, 50 […]<\/p>\n","protected":false},"author":52,"featured_media":10433,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1,60],"tags":[73],"class_list":["post-10429","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualite","category-lifestyle","tag-running"],"acf":[],"_yoast_wpseo_title":null,"_yoast_wpseo_metadesc":"Aujourd'hui, le running s\u2019impose comme une culture \u00e0 part enti\u00e8re, m\u00ealant sport et lifestyle.","auteur_traducteur":"","yoast_head":"\nLa fi\u00e8vre du running : \u00ab Handshake, c\u2019est la tape dans la main apr\u00e8s l\u2019effort \u00bb | Forbes Belgique<\/title>\n<meta name=\"description\" content=\"Aujourd'hui, le running s\u2019impose comme une culture \u00e0 part enti\u00e8re, m\u00ealant sport et lifestyle.\" \/>\n<meta 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