AUCKLAND, Today: SALOMON is rolling out its latest global brand push, Shaping New Futures, positioning innovation as the cultural engine driving how the brand shapes sport, influences style, and builds a modern mountain sport mindset.
Over the past three years, SALOMON has steadily evolved its brand story. Welcome Back to Earth reconnected with nature, while Invented. ReInvented. showed how heritage continues adapting across cities, communities, and new ways of moving.
Now in 2026, the focus shifts squarely to innovation as the defining mindset behind the brand’s next chapter, reinforcing its role as a force shaping both performance sport and broader 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.
“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.”
“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 line Shaping New Futures captures Salomon’s view that the future isn’t predicted, it’s actively built through curiosity, experimentation, and a constant push to challenge what’s possible.
At the centre sits a hero film following a woman through an endless white landscape, turning the brand’s innovation mindset into an emotional story about exploration, imagination, and stepping into the unknown.
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 combines live action and AI to create a distinctive visual style that reflects Salomon’s design approach across product, retail, digital, and social.
The campaign will roll out globally across retail, digital, social, OOH, and film, with the first media broadcast scheduled for February 5, 2026.
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