While the city was spilling out into the streets for Fête de la Musique, Merrell invited people to experience Paris from a different perspective with its 'Outside In The City' activation, bringing the outdoors closer to home and proving that nature can be found even in the most urban environments.

Following the brand's campaign with Paris street-fisher Samuel Marque, the activation explored the unexpected connection between city life and the natural world. For Samuel, fishing has always been about more than catching a fish. His passion began as a child after watching River Monsters, a documentary series that made him ask his father to take him fishing. "He told me if I was good in school, we could go because I was not well behaved," he says. "One Christmas, my dad told me to turn around, and there were two fishing poles behind the sofa. From then on, if I was good at school, every weekend I would go fishing." Eventually, his incentive to go out on the water fueled a lifelong passion for animals and for noticing the world around him.  

Today, Samuel uses street fishing to show people Paris's hidden side. "People think you can't fish in Paris," he explains, but the rivers running through the city are full of life. "If there is a meadow, there's life." For him, being a street fisher is about respecting the ecosystem, learning about the environment, protecting fish, and practising catch-and-release so that nature can continue to thrive.

During the activation, guests and friends received a hands-on lesson from Samuel, who introduced many to a side of the city they had never experienced before. "Being here teaching people how to fish is my favourite part," he says. "They're all here excited to try it, and it's a good vibe."

Below, we asked some of the attendees what they thought about street fishing, the community around it, and what surprised them most.

SAMUEL, 23

“If you are fishing, you have to research first. If you are not well-informed, you risk killing the fish, which prevents reproduction. When people are participating in a sport, they have to train. [In fishing] you can train by using YouTube videos to learn how to catch and not hurt the fish. Being a street fisher is not about catching the fish and keeping it; in Paris, you are not allowed to keep the fish. You’re supposed to do some catch and release. Take care of the fish so next time you come, there will still be fish to catch. Being here teaching people how to fish is my favourite part. They’re all here, excited to try it, and it’s a good vibe.”

KELLY,  24

“I discovered street fishing in Paris a bit by chance, while walking along the Seine. I saw people sitting on the riverbanks, looking relaxed and completely in their own world. Being passionate about sport and outdoor activities, this invitation from Merrell was the perfect opportunity to try this discipline with my team @kayahikingclub.

What I love about this community is the kindness and openness. People share tips, techniques, and even their failures with a smile. It’s a very accessible world, with no pressure. Paris is known for its urban side and fast-paced lifestyle, but it can also offer genuine moments of connection with nature along the Seine.”

CHARLOTTE,  26

“Fishing in Paris is trés tranquil. It reminds me of fishing in Aotearoa, New Zealand. Beers on the wharf, wet hair, loose t-shirts, friends. I felt at peace fishing on the Seine, despite the busy fête activities around us.”

MATHIÉTA,  23

“The Merrell event was super fun and friendly. I discovered street fishing through my studies in chemistry and geology. I like doing it because it allows me to relax and enjoy nature in the city, without any pressure, while spending time with my friends. It might surprise people that you can actually fish right in the middle of Paris, so simply, and that it can be such a relaxing and social experience.”

KABA SASHA,  25

“I discovered street-fishing through a workshop organised by the brand Merrell during Fête de la Musique, and it made me want to try again, at least until I manage to catch a fish! It was my first time trying fishing, and I genuinely didn’t realise it was that complicated! For my first attempt, I got my line stuck in a tree when the goal is normally to get it in the water, but I’ll have my revenge.

Something that might surprise people is how complicated even just setting up a fishing rod can be. I’m someone who struggles a bit with logic and methodology, and that definitely showed here, but I can only do better next time.”

Head to the gallery above to check out more images from the event.