A new brand platform, a new signature and a new identity for the outdoor sports brand
SALOMON’s new signature and new brand territory will be revealed on 13 September 2022 during a global campaign.
Founded in Annecy, France in 1947, SALOMON has been defining the future of outdoor sports for 75 years. In thecontext of strong growth in this sector, SALOMON is undertaking a sweeping transformation, with the support of its agency DDB Paris, to reassert its position as a leader by inspiring new generations who are passionate about outdoor sports.
Its new brand platform introduces a fresh mission: “To unleash the best
version of ourselves through fulfilling outside sports experiences,” and a new signature: “Tomorrow is Yours”
With the ambition to inspire an ever younger and more urban demographic, SALOMON has also decided to undertake a radical overhaul of its identity. A new logo has been produced, accompanied by a more modern, more intense and more premium visual territory. This new identity will be displayed from September on all Autumn-Winter 2022 products, and in the entire distribution and communications ecosystem.
“What fascinates me is what I will do tomorrow.” Georges SALOMON
True to Georges Salomon’s vision, SALOMON is obsessed with Inventing the future. A unique mindset that has been the source of countless innovations that have transformed outdoor sports over the last 75 years.
A dynamically paced film reflects this boundless inventiveness and pays tribute to the creative energy of SALOMON’s communities. Sporting communities, at once urban and outdoors, diverse and inclusive, ranging from snowboarders to trail runners and road runners and from sportswear aficionados to Nordic and Alpine skiers, all sharing a single obsession: inventing the future.
This campaign has involved the participation of many of the brand’s ambassadors, such as freeskier Nicolas Vuignier, ultra-runners Courtney Dauwalter and François D’Haene, downhill skier Marta Bassino and long-distance runner AnaïsQuemener, as well as Olympic medalists Tess Coady(snowboard) and Jessie Diggins (cross-country skiing) and the brand’s partner artists and influencers.
The campaign will be launched on 13 September 2022 with a global media plan comprising television, posters and social media in the United States, France, China, Spain, Germanyand Italy, and in digital form in all 51 countries in which SALOMON is distributed. The campaign will be amplified across social media by SALOMON ambassadors, who will invite the members of their communities to express their inventiveness.
Advertiser supervisors: Franco FOGLIATO, Benjamin AIDAN, Delphine DUHOT
Chief Creative Officer: Alexander KALCHEV
Art Director (Film): Nicolas MALCORPS
Art Director (Print): Romane NOUGARET-FISCHER, Nicolas MALCORPS
Copywriter: Lucille ORTEGA, Nicolas MALCORPS
TV Productor: Pierre BOUDIN, Chloé Travaillard
Strategic Planner: Claude-Henri GALBOIS
Agency supervisors: Xavier MENDIOLA, Olivier GUILLEROT, Romane PHILIPPE, Tom SALVAN
Directors: Gabriel DUGUÉ, Valentin PETIT
Productors: Germain ROBIN, Remi SOLOMON
Production manager: Ophélie STAVROPOULOS
Post-production supervisors: Laïla HAMDAOUI, Élisa JOHANNA KÄND
VFX supervisors: Mathieu JUSSREANDOT, Colin JOURNÉE, Mathieu LEGROS
Sound production: Émilien BERNAUX (aka MIM)
Sound design: Lafayette Street Studio