Salomon is addressing customers with a new brand slogan and appearance. The claim “tomorrow is yours,” created by the French agency DBB Paris, aims to invite people to connect with nature and embrace their personal future and the future of the planet in all aspects. One goal of the new appearance is to widen the customer base and activate a younger target group that often – according to market research Salomon has conducted – has its first touchpoints with the brand via the company’s hiking, sports style and road running offers.
“In the future, we want to attract a broader, younger audience to the outdoor sport, but Salomon is first and foremost a performance sports brand. From alpine and nordic skiing to trail running and hiking, all of our products will continue to be designed to perform in the most demanding and competitive outdoor sports environments. We will never compromise on that,” said Salomon president and CEO Franco Fogliato. To kick off the new brand campaign, Salomon worked with DDB Paris and directors Valentin Petit and Gabriel Duguev to create a new brand anthem that encourages viewers to connect with the Salomon spirit. As part of the campaign kickoff, a shortened version of the brand video will air in select markets in the coming months as a TV spot.
