Salomon Running & Fashion: Growth Plan 2024-2026

Salomon is navigating a critical inflection point: the fading of the “gorpcore” trend that propelled its fashion success, and a rapidly intensifying competitive landscape in its core trail running market. While the brand continues to benefit from its unexpected status as a style icon – exceeding $1 billion in footwear revenue last year with a 30%+ sales jump in the first nine months of 2025 – CEO Guillaume Meyzenq acknowledges the initial wave of hype is subsiding. This isn’t a crisis, but a necessary evolution. Salomon is strategically shifting from *riding* a trend to *building* a sustainable lifestyle brand, a move that requires significant investment in design and a deeper integration into the fashion world.

Salomon’s story is a case study in accidental fashion success. Initially a specialist in mountain sports equipment, the brand found itself embraced by fashion-conscious consumers starting around 2015, thanks to collaborations with boutiques like The Broken Arm in Paris. This momentum was amplified by the “gorpcore” trend – the embrace of functional, outdoorsy clothing as a fashion statement. Amer Sports, Salomon’s owner, capitalized on this, leveraging the brand’s technical credibility into broader lifestyle appeal. However, trends are fleeting. The shift away from chunky, technical silhouettes towards more classic styles like loafers and terrace sneakers represents a real threat. Simply relying on collaborations, while still valuable, won’t be enough to sustain growth.

The opening of the Paris hub is a direct response to this evolving landscape. Historically anchored in its Annecy, France headquarters, Salomon is now strategically positioning itself in a global fashion capital. This move isn’t just about sales and events; it’s about access to design talent and establishing a creative center for its burgeoning lifestyle division. The planned recruitment of a creative director next year is a pivotal step, signaling a move towards in-house design and a more proactive approach to shaping its fashion identity. This is a significant departure from relying on external collaborations to drive style direction.

However, the biggest challenge lies in balancing its fashion aspirations with its core identity. Salomon’s strength lies in its technical expertise and credibility in the performance running and trail running markets. The brand is attempting to navigate this by expanding into the multi-surface (gravel) running segment – a growing niche that bridges the gap between trail and road running – and by pushing its premium “S/Lab” range, which justifies higher price points through innovation and performance. The success of this strategy hinges on maintaining a perception of authenticity. Consumers are increasingly discerning and will quickly reject a brand that appears to be simply chasing trends without genuine substance.

The Forward Look: Expect Salomon to double down on innovation in both performance and lifestyle footwear. The $200-$300 price range is becoming increasingly acceptable for running shoes, and Salomon is well-positioned to capitalize on this trend with its S/Lab line. More importantly, the appointment of a creative director will be a key indicator of the brand’s long-term vision. Will they prioritize bold, experimental designs, or a more subtle, refined aesthetic? The answer will determine whether Salomon can successfully transition from a trend-driven brand to a lasting lifestyle force. Furthermore, watch for increased investment in marketing and brand partnerships that align with its sporty, off-beat image – potentially expanding beyond music festivals to include collaborations with artists and designers who share its values. The next 18-24 months will be critical in defining Salomon’s future.