Is it possible to improve something that does not exist yet? Or design products for sites that haven’t been discovered yet? These are the questions that the footwear brand Salomon asks in its new global brand platform, “Shapping New Futures”, created together with the creative agency BBDO Paris, with which it expresses its continued commitment to innovation and its ambition to shape the future of sport.
The campaign captures the role that Salomon wants to play in sport and culture
Salomon begins a new chapter with a campaign that conveys its mentality around innovation as a cultural driver of its brand, as a way to influence style, but also as a force with the capacity to shape sport and culture. In this sense, “Shapping New Futures” is understood more as a declaration of intent, like a manifesto, regarding the role that the brand wants to play in the market and the world.
The approach comes to life in a visual piece that follows a woman, dressed in different models of the brand’s footwear, on a metaphorical journey through an infinite white space, reflecting possibility, exploration and limitless imagination. More than an invitation to a physical journey, the video conveys emotions, such as the impulse to discover the unknown and the daring to imagine what does not yet exist.
Directed by the French studio Unveil, the film combines real images with those generated by artificial intelligence to create a futuristic aesthetic that evokes design and innovation. The use of technology is understood as an extension of the brand’s own message, signaling its intention to explore different formulas to shape the future.
“The future cannot be predicted, but it can be shaped. With each path conquered, each fear overcome, a new perspective. Each questioning of what is established sets in motion the creation of new futures. We don’t know what they will be, where they will be, when they will be. But they will be“, the brand has shared on its LinkedIn profile. “We explore the white space of tomorrow to create the future of sport and culture”.
For his part, Guillaume Meyzenq, CEO of Salomon, points out that the brand’s mission is to connect people with nature and shape the future of the world’s movement. “Whether on the top of a mountain or on the sidewalk, we design boldly, ensuring every innovation drives the sport forward. We are moving from a modern mountain sports equipment brand to a modern mountain sports culture, creating a future where performance and responsibility go hand in hand.“, he commented, according to Little Black Book.
The main audiovisual piece is accompanied by a series of graphics that reflect Salomon’s innovation mentality, imagining new shapes and materials for footwear, such as nets, synthetic fibers, algae, or even fungi or marine bodies.
The different creatives are executed on social networks, outdoor advertising, digital platforms, point of sale and cinema.
Salomon at the Winter Olympics
“Shapping New Features” was presented within the framework of the Winter Olympic Games held in Milan and Cortina d’Ampezzo, in which Salomon acts as a premium partner. Thus, it is taking advantage of the visibility of the sporting event to start a broader conversation about the future of sport and culture through what it calls “Shapers in Motion”, content that pairs creators and agents of change in unexpected encounters, revealing how the future of sport, culture and community is being shaped today.
In addition, it has also opened a small window into its innovation, prototyping and production process with a documentary piece, created together with the producer Nowness and the director Catherine Hyland. This delves into Salomon’s design center in Annecy (France) to show the dialogue between industry and nature that takes place within the brand.
“Here, craftsmanship and human-centered design converge, technical expertise meets emotion as the creative team reimagines the sport through meticulous dedication and transformation.“; commented the brand.”From concept to mountain, this documentary honors the precision, skill and shared passion that animate our design philosophy, giving rise to equipment that enables effortless movement and unlimited freedom on the mountain.“.
