BBDO shapes a new future for Salomon
Salomon unveils its new global brand campaign and strengthens its innovation leadership with BBDO Paris.
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Sports apparel brand Salomon launches Shaping New Futures, its latest global brand campaign in collaboration with BBDO Paris, positioning innovation as the brand’s cultural engine: a way to shape sport, influence style, and design a modern mountain sport culture, while staying true to its roots.
Over the past three years, Salomon has followed a clear and purposeful brand trajectory. In 2024, Welcome Back to Earth reaffirmed its deep connection to nature and outdoor culture. In 2025, Invented. ReInvented. extended that vision to the world’s leading cities, showcasing how Salomon’s heritage continually adapts to new environments, practices and communities.
Guillaume Meyzenq, CEO, Salomon: “2026 marks a significant step in a journey we began in the French Alps 80 years ago. Our mission is to connect people to nature and to shape the future of how the world moves. Whether on a mountain peak or a pavement, we design boldly, ensuring each innovation propels the sport ahead. We are moving from a modern mountain sport equipment brand into a modern mountain sports culture - creating a future where performance & responsibility go hand in hand. "
In 2026, the brand opens a new chapter with a campaign which, it says, is 'dedicated to the mindset that has always set it apart: innovation.'
Credits
View on- Agency DDB/Paris
- Production Company Loveboat/France
- Director Unveil
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Credits
View on- Agency DDB/Paris
- Production Company Loveboat/France
- Director Unveil
- Post Production Everest
- Chief Creative Officer Alexander Kalchev
- Creative Director Yassine Ouadah Tsabet
- Art Director Nicolas Denis
- Copywriter Benoit Oulhen
- TV Producer Quentin Moenne Loccoz
- Executive Producer Greg Panteix
- Line Producer Bertille Muguet
- DP Sander Vandenbroucke
- Post Production Jerome Deplatiere
- Sound Design/Audio Mix Pierre Rousseau
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency DDB/Paris
- Production Company Loveboat/France
- Director Unveil
- Post Production Everest
- Chief Creative Officer Alexander Kalchev
- Creative Director Yassine Ouadah Tsabet
- Art Director Nicolas Denis
- Copywriter Benoit Oulhen
- TV Producer Quentin Moenne Loccoz
- Executive Producer Greg Panteix
- Line Producer Bertille Muguet
- DP Sander Vandenbroucke
- Post Production Jerome Deplatiere
- Sound Design/Audio Mix Pierre Rousseau
At the heart of the campaign is a hero film that turns this innovation mindset into emotion. The film follows a woman on a metaphorical journey through an infinite white space - a realm of pure possibility where exploration has no limits but imagination. More than a physical journey, it captures an inner impulse: the instinct to explore the unknown and the courage to imagine what does not yet exist.
Directed by French studio Unveil through Loveboat, the film blends live action and AI to create a distinctive aesthetic – a new expression of design and innovation aligned with Salomon’s global identity across product, retail, digital and social platforms. Here, the explorations around AI are part of the message itself, giving new shapes and perspectives to our imagination rather than replacing it.
Alexander Kalchev, CEO/CCO, BBDO Paris added: “It’s about what happens in the creative mind. The exhilaration, the perpetual ebb and flow of ideas, and the wonder to shape new realities from nothing."
