Salomon has been making equipment for mountain sports since 1947, starting with ski bindings in a small workshop in the Annecy Alps. The XT-6, originally a trail running shoe engineered for the harshest terrain, had by 2025 become something unexpected: a cultural object, worn not by trail runners but by Parisian creatives, DJs and streetwear communities who had adopted its aesthetic without ever going near a mountain.
“Invented in the Mountains. Reinvented in Paris.” The campaign, featuring Parisian rapper Mikano, celebrates this duality without resolving it. The mountain credentials are real. The urban cult is equally real. Both belong to the same shoe, to the same brand, to the same spirit of constant reinvention.
The film was shot and photographed by Edgar Berg (Instinct/Eddy). The campaign launched April 2025 and ran globally across retail, digital, social and outdoor.
