Salomon was a brand known for its specific expertise in outdoor sports such as skiing, trail running, hiking, and was already well-regarded among outdoor sports enthusiasts but unknown by the mainstream. Salomon was at a crossroads, so how to recruit a new audience, transforming a technical brand worn on trails into a lifestyle brand worn daily by urbanites?

We created an entirely new territory for the brand bringing together two worlds, the outdoor and fashion, riding a highly popular trend, gorpcore. It is built on the foundational belief that has driven the brand since the very beginning and is closely linked to the needs of the new generation: a deeper connection to nature enhances our well-being with a powerful rallying cry: WELCOME BACK TO EARTH. Since 2020, we have developed this territory across several brand and product campaigns, globally, in 360, high-impact media placements, digital, social media, and OOH.

• Entry into the top 20 new luxury top brands
• Notoriety: +6 pts in the world / +9,2 pts in Paris / +10 pts in San Francisco
• Turnover: from xx in xx to xx in xx
• Consumer base: +1 million consumers. 
• Followers: +10% of followers
• Business: +17% of turnover (record un 2022) 

Film sportstyle