A Perpignan-based company has launched specialized espadrilles designed specifically for players of the French game pétanque [1].
The product represents a rare instance of a social media joke evolving into a scalable commercial enterprise. By combining traditional footwear with utility features for a niche sport, the company has captured international attention and significant pre-order volume.
Founded by Olivier Gelly in Perpignan, France, Payote Espadrilles produces shoes equipped with a dedicated pocket to hold the cochonnet — the small target ball used in the game [1, 2]. The footwear also features a magnet designed to help players collect their metal boules more efficiently [1, 2].
What began as a lighthearted idea among friends quickly gained traction online. Caroline Félix said, "C'était une blague entre copains," referring to the product's origins as a joke between friends [1]. After a viral video was posted to TikTok and Facebook on July 27, 2026 [3], the novelty shoes attracted a global audience.
Demand for the shoes has spanned several continents, with particularly strong interest coming from the U.S. [3]. This surge in popularity has led to varying reports of sales volume. Some reports indicate that 5,000 pairs were sold in July 2026 [2], while other data shows as many as 30,000 pairs have been pre-ordered worldwide [3].
The company's growth highlights the influence of short-form video platforms in transforming local artisanal products into global trends. While pétanque remains deeply rooted in French culture, the addition of functional gadgets to the traditional espadrille has appealed to both serious players and novelty collectors [1, 2].
“"C'était une blague entre copains"”
The success of Payote Espadrilles demonstrates the power of 'viral commerce,' where a product's utility is secondary to its shareability on social media. By targeting a culturally specific activity like pétanque with a humorous yet functional twist, the company has successfully exported a piece of French regional identity to a global market, specifically the U.S., while leveraging the low-cost marketing reach of TikTok and Facebook.
