Salomon puts itself ahead in a very competitve market with a global brand campaign by BBDO Paris, that uses striking visual imagery to position innovation as the brand’s cultural engine – a way to shape sport, influence style, and design a modern mountain sport culture, while staying true to Salomon’s roots.
Shaping New Futures continues the brand’s purposeful trajectory over the past three years. In 2024, Welcome Back to Earth reaffirmed its deep connection to nature and outdoor culture. In 2025, Invented. ReInvented. extended that vision to the world’s leading cities, showcasing how Salomon’s heritage continually adapts to new environments, practices and communities.
The campaign begins new chapter for Salomon dedicated to the mindset that has always set it apart – innovation.
Guillaume Meyzenq, CEO, Salomon, stated, “2026 marks a significant step in a journey we began in the French Alps 80 years ago. Our mission is to connect people to nature and to shape the future of how the world moves. Whether on a mountain peak or a pavement, we design boldly, ensuring each innovation propels the sport ahead. We are moving from a modern mountain sport equipment brand into a modern mountain sports culture – creating a future where performance & responsibility go hand in hand. “
The new tagline, Shaping New Futures, reflects Salomon’s belief that the future is not something to predict, but something to create, fuelled by curiosity and experimentation.
The campaign’s hero commercial turns this innovation mindset into emotion with a metaphorical journey through an infinite white space – a realm of pure possibility, where exploration has no limits but imagination. More than a physical journey, it captures an inner impulse – the instinct to explore the unknown and the courage to imagine what does not yet exist. The film, directed by French studio Unveil, blends live action and AI to create a distinctive aesthetic.
Alexander Kalchev, CEO & CCO, BBDO Paris, stated, “It’s about what happens in the creative mind. The exhilaration, the perpetual ebb and flow of ideas, and the wonder to shape new realities from nothing.”
The campaign will roll out globally across retail environments, digital platforms, social media, OOH and film.
