Salomon has officially named global superstar Jisoo as its new global brand ambassador. This move highlights both Jisoo’s rising influence and the company’s shift from making outdoor equipment to becoming a modern lifestyle and fashion brand.
Jisoo is known worldwide as a singer, actress, and former member of BLACKPINK. She brings global appeal, fashion sense, and cultural influence to the French outdoor brand. This partnership is more than a typical celebrity endorsement. It shows Salomon’s goal of
Jisoo says the partnership feels natural to her. She, when announcing the partnership, pointed out that Salomon combines function, movement, and style, qualities that align with her lifestyle and fashion views.
The appointment comes at a significant moment for Salomon. While the brand built its reputation over decades through ski equipment and mountain sports gear, its business has evolved dramatically in recent years. Footwear and apparel now account for the majority of the company’s outdoor performance revenue, with sneaker sales becoming a major growth driver. What was once considered a specialist outdoor brand has increasingly become a key player in the global sneaker and streetwear market.
Over the past three years, Salomon has actively repositioned itself through a series of branding campaigns aimed at broadening its appeal. Initiatives such as “Welcome Back to Earth,” “Invented. ReInvented.,” and the latest “Shaping New Futures” campaign have emphasised innovation, creativity, and cultural relevance while maintaining the brand’s connection to outdoor performance.
Behind the scenes, the company has also invested heavily in leadership talent from the luxury fashion, sportswear, and creative industries. These strategic hires have helped shape a vision that blends technical expertise with fashion-forward storytelling, allowing Salomon to reach consumers far beyond traditional outdoor enthusiasts.
The company’s retail expansion further highlights this ambition. Sal As demand for outdoor-inspired fashion continues to rise, the brand is positioning itself at the center of the lifestyle movement.
Jisoo’s appointment serves as one of the clearest symbols of this evolution. Her influence spans music, entertainment, fashion, and social media, making her an ideal ambassador for a brand seeking to bridge the worlds of performance and culture.
Salomon has not yet shared details about the first products or campaigns with Jisoo, but the company says the partnership will include long-term creative projects and future collaborations. Fans and fashion lovers can look forward to a mix of outdoor tradition, new designs, and modern style as the partnership grows.
This partnership may help the brand reach a new generation of customers while staying true to its performance focus.