Salomon expands from alpine sports to trail running and urban wear

Salomon, once a ski equipment pioneer, is now a major player in trail running and urban wear, driven by a strategy of authenticity. The brand's iconic XT-6 shoe, originally for trail runners, unexpectedly became a fashion trend in Paris, leading Salomon to embrace its lifestyle appeal while maintaining performance focus. Salomon balances marketing for both performance and sportstyle, aiming for consistency and authenticity to become a top-five footwear brand globally.