Salomon Is Shaping New Futures
Salomon has never been a stand-still brand. It moves fast, it moves smart, and it knows when it’s time to change direction. So while its first official Winter Games partnership is a big deal, what’s more interesting is how Salomon is using that spotlight to start a bigger conversation about the future of sport and culture. That mindset runs straight through its new campaign, Shaping New Futures.
While Salomon’s roots are firmly planted in the French Alps, Shaping New Futures makes it clear the brand’s gaze is fixed on what’s ahead. This isn’t a one-off campaign, but a long-term mindset shift that touches everything from Salomon’s product design to their commitment to community and culture. The message is simple: the future doesn’t magically happen, it’s built, step by step, by people willing to question the norm.
The campaign really comes alive through a story Salomon calls Shapers in Motion. Instead of doing the usual thing, zooming in only on medal winners and record breakers, it widens the frame. The focus shifts to everyone who truly makes sport feel alive and normally stays behind the scenes: the volunteers, the creators, the everyday people who show up, move their bodies, and carry the energy forward.
The products accompanying the campaign prove how serious Salomon is in this approach. You’ve got the S/LAB Phantasm 3, a road running shoe engineered for speed and precision, developed in labs and tested at the highest level. On the other end there’s gravel running, a new category built for people who prefer exploration over lap times and rather turn off the route map, and see where they end up. Somewhere in between sits the Sportstyle sneaker, where Salomon’s mountain-born, technical DNA is doing its thing beyond the trail.
What really gives the campaign weight is its sense of purpose. The Adaptive Project, developed alongside Para-athletes, focuses on inclusive innovation and access to movement. And as Premium Partner of the winter games, Salomon has designed uniforms for over 18,000 volunteers and torchbearers, the people who actually make the Games run.
Shaping New Futures is all about carving out space for new ways of moving and not waiting around to see what the future looks like. Find out more about the campaign here.
