Shaping New Futures

On February 1, SALOMON launches Shaping New Futures, its latest global brand campaign, positioning 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.

Over the past three years, SALOMON has followed a clear and purposeful brand trajectory. 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.

In 2026 Salomon opens new chapter with a campaign dedicated to the mindset that has always set it apart: innovation. Fully asserting its role as a force that shapes both sport and culture.

Guillaume Meyzenq, CEO, Salomon: “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. Fueled by curiosity and experimentation, innovation is seen not as a destination, but as an ongoing, unfinished process — driven by bravery, creativity and a constant desire to challenge boundaries.

At the heart of the campaign, a powerful hero film turns this innovation mindset into emotion. The film follows a woman on 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.
Alexander Kalchev, CEO/CCO, BBDO Paris “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."
Directed by French studio Unveil, the film blends live action and AI to create a distinctive aesthetic — a new expression of design and innovation fully aligned with Salomon’s global identity across product, retail, digital and social platforms. Here, the explorations around AI are part of the message itself, giving new shapes and perspectives to our imagination rather than replacing it.

The campaign unfolds through a series of striking key visuals and will roll out globally across retail environments, digital platforms, social media, OOH and film. The first media broadcast is scheduled for February 5, 2026.