The transformation of Salomon from a niche, mountain-oriented performance brand into a global fashion powerhouse is one of the most significant shifts in the modern footwear landscape. Long recognized by alpinists, trail runners, and outdoor enthusiasts for its proprietary technical engineering, the brand has successfully pivoted to capture the attention of the lifestyle and streetwear markets. This evolution reaches a new zenith with the announcement of the brand’s Fall/Winter 2026 campaign, "In the Open," which features global pop icon and Blackpink member Jisoo as the face of the collection.
The Trajectory of a Technical Icon
Salomon was founded in 1947 in the heart of the French Alps, initially focusing on ski edges before expanding into specialized footwear. For decades, the brand’s design philosophy was dictated strictly by functionality—durability, grip, and weather resistance were the primary metrics of success. However, the mid-2010s saw a paradigm shift. As the "gorpcore" aesthetic—a trend prioritizing utilitarian, outdoor-ready gear as everyday fashion—began to infiltrate urban environments, Salomon’s signature silhouettes like the XT-6 gained traction among high-fashion designers and street-style influencers.
This transition was not accidental. Strategic collaborations with luxury fashion houses and streetwear labels allowed Salomon to bridge the gap between mountain utility and runway relevance. By maintaining the technical specifications that made the shoes popular with athletes while introducing colorways and materials favored by fashion consumers, the brand successfully mitigated the risk of alienating its core user base while expanding its demographic reach.
Jisoo and the New Era of Brand Ambassadorship
The appointment of Jisoo as a global ambassador represents a calculated move by Salomon to solidify its status in the Asian market and beyond. As a member of one of the most influential musical groups in history, Jisoo brings a level of cultural capital that is unparalleled in the current retail environment. Her role is not merely as a model but as a curator of the brand’s image, bridging the gap between high-intensity performance and the "quiet luxury" of everyday, comfortable movement.
"I naturally prefer light and comfortable movement in my everyday life, so I feel that Salomon is a great fit for me because it provides comfort regardless of the weather or environment," Jisoo stated in an official release. Her endorsement speaks to the modern consumer’s desire for versatility—a demand for products that can perform in extreme conditions but remain aesthetically cohesive in a café or city street setting.
The In the Open Campaign: A Visual Synthesis
The "In the Open" campaign, shot on location in South Korea, serves as a visual manifesto for this synthesis. The imagery features a stark, compelling contrast: rugged, natural landscapes juxtaposed against the structured, hazy skyline of Seoul. This aesthetic choice underscores the brand’s mission to dissolve the boundaries between the wilderness and the metropolis.
The collection itself, launching globally on October 7, highlights three specific silhouettes: the XT-6 Protective, the XT-Whisper Gore-Tex, and the XT-4 OG Gore-Tex. These models are engineered to withstand the harsh elements of winter while maintaining the streamlined, aerodynamic profiles that have become synonymous with the brand’s recent design language. The inclusion of Gore-Tex technology across these models reinforces the narrative that, despite the fashion-forward appeal, the product remains fundamentally rooted in performance science.
Economic and Market Implications
The rise of Salomon is emblematic of a broader trend in the global footwear market. According to recent industry data, the outdoor performance category has seen double-digit growth annually as consumers increasingly favor durability and comfort over traditional, less functional lifestyle sneakers. Salomon’s parent company, Amer Sports, has reported steady revenue increases linked to the footwear division, validating the strategy of positioning technical gear as a lifestyle essential.
Analysts suggest that by utilizing ambassadors like Jisoo, brands like Salomon are effectively "democratizing" outdoor gear. The focus on versatile silhouettes allows for a lower barrier to entry for consumers who may never hike a trail but value the "performance-ready" aesthetic. This trend has placed Salomon in direct competition with heritage athletic brands, as the line between sports gear and fashion footwear continues to blur.
A Chronology of the Modern Gorpcore Shift
- 2013-2015: The emergence of the XT-6 as a "cult" shoe among fashion industry insiders and specialized retailers.
- 2018-2020: The rise of the "gorpcore" trend, which saw outdoor brands like Arc’teryx, Patagonia, and Salomon becoming staples of high-fashion street style.
- 2022-2023: Salomon initiates a more aggressive global marketing strategy, focusing on high-profile collaborations with designers such as Sandy Liang and COMME des GARÇONS.
- 2024: The brand formally expands its global ambassador program, selecting figures with massive, cross-cultural appeal.
- 2025-2026: The official launch of "In the Open," marking the formalization of the brand’s lifestyle-oriented identity on a global scale.
The Intersection of Lifestyle and Utility
For many, the appeal of a shoe like the XT-4 OG lies in its "wear-anywhere" capability. In a post-pandemic world, the fashion industry has moved toward a more functional reality. The "athleisure" wave has matured into a more refined demand for "performative utility." Consumers are no longer satisfied with aesthetic choices that lack substance; they want the Gore-Tex membrane and the lugged outsole, even if their most rigorous physical activity is a walk through a city park.
Jisoo’s personal relationship with her home city, Seoul, provides a relevant backdrop for this shift. Her preference for exploring small cafés and engaging in low-key, urban activities mirrors the habits of the brand’s target demographic. By framing the campaign around the concept of "doing nothing" in style, the brand successfully positions itself as the ultimate companion for the modern, busy individual who demands effortless functionality.
Looking Ahead
The collaboration between Salomon and Jisoo is likely to set the tone for future brand activations in the footwear sector. As the industry moves toward 2027 and beyond, the focus will likely remain on integrating high-tech performance materials into daily wardrobes. The success of the "In the Open" capsule will be measured not just by units sold, but by the brand’s continued ability to maintain its technical integrity while operating in the fast-paced, image-conscious world of global pop culture.
For consumers looking to purchase pieces from the new collection, availability will be prioritized through official channels, including the brand’s website. As demand for these specific silhouettes continues to outpace supply in many regions, the "In the Open" launch serves as a reminder that the convergence of fashion and function is not a temporary trend, but a fundamental restructuring of the footwear market.
Ultimately, the partnership highlights a new chapter for both the athlete and the brand. While Jisoo continues to influence global style, Salomon provides the framework for that style to exist in the real world—durable, reliable, and decidedly modern. Whether navigating a snowy sidewalk or an urban commute, the message is clear: the divide between the outdoors and the indoors has been officially bridged.
