By 2026, Salomon had completed a three-year brand journey. In 2024, Welcome Back to Earth affirmed the brand’s roots in nature and outdoor culture. In 2025, Invented. ReInvented. brought those roots to the cities of the world. In 2026, the brand opened a new chapter -one about the creative state that makes both possible: innovation as a process, never finished, always beginning.
“Shaping New Futures” is the global brand campaign that expresses this. The manifesto film, directed by French studio Unveil, follows a woman through an infinite white space -a territory of pure possibility. The aesthetic mixes live action with AI-generated imagery, not as spectacle but as method.
Guillaume Meyzenq, CEO, Salomon: “We are moving from a modern mountain sports equipment brand to a genuine modern mountain sports culture.”
Global campaign across retail, digital, social and film.
