Salomon Sportstyle x JISOO In The Open FW26 Campaign

The global fashion landscape witnessed a significant strategic alignment as outdoor performance giant Salomon officially unveiled its Autumn/Winter 2026 campaign, titled "In The Open," headlined by K-pop icon and global ambassador JISOO. This campaign marks the first collaborative visual narrative between the Blackpink member and the French heritage brand since her appointment as a global brand ambassador in May 2026. Captured through the lens of photographer Go Wontae, the campaign serves as a visual bridge between Salomon’s deep-rooted technical mountaineering DNA and the increasingly blurred lines of contemporary urban streetwear.

Context and Strategic Alignment

The partnership between Salomon and JISOO represents a broader industry trend where high-performance technical apparel brands are aggressively pivoting toward the luxury and lifestyle sectors. Salomon, historically recognized for its dominance in trail running and alpine sports, has seen a meteoric rise in popularity within the "gorpcore" movement—a fashion aesthetic that elevates utilitarian outdoor gear to high-fashion status.

Industry analysts suggest that the selection of JISOO, who commands a massive, highly engaged global following, is a calculated maneuver by Salomon’s parent company, Amer Sports, to cement its footprint in the Asian market while simultaneously expanding its influence among Gen Z and Millennial consumers in Western fashion capitals. By placing the artist in a moody, metropolitan setting, the brand reinforces its narrative that its footwear is not merely for the mountain, but for the complex, unpredictable environments of the modern urban dweller.

The Evolution of the XT Franchise

The "In The Open" campaign focuses heavily on the technical evolution of Salomon’s signature XT franchise. As the seasons transition into the harsher, wetter, and colder months, the brand has sought to address consumer demand for functional, weather-proof footwear that does not compromise on aesthetic appeal.

The collection introduces three primary updates designed for high-performance durability:

1. XT-6 Protective: This iteration refines the iconic city-centric silhouette, incorporating reinforced materials and a rugged construction that offers enhanced durability against winter grit and debris.
2. XT-Whisper (GORE-TEX Update): Previously recognized as a lighter, more nimble option, the updated version integrates GORE-TEX membrane technology for the first time, marking a significant milestone in the shoe’s lifecycle to ensure total water resistance.
3. XT-4 OG (GORE-TEX Integration): As a cornerstone of the brand’s trail-running heritage, this update modernizes a classic model, shielding the wearer from extreme moisture and wind without sacrificing the ventilation required for active wear.

These technical adjustments follow a consistent trend in the footwear market: the "all-weather" transition. Data from footwear industry reports indicate that sales of waterproof, GORE-TEX-equipped lifestyle sneakers have increased by approximately 22% year-over-year as consumers prioritize versatile investment pieces capable of handling changing climates.

Chronology of the Partnership

The trajectory of this collaboration has been deliberate and methodical:

• May 2026: Salomon formally announced JISOO as its new global ambassador, signaling a shift in the brand’s marketing strategy toward global pop culture integration.
• Summer 2026: Throughout the summer, digital teasers and social media interactions hinted at a deeper creative involvement from the artist, focusing on the intersection of travel and performance.
• September 2026: The official launch of "In The Open" provides the first concrete product-focused campaign, aligning with the retail release of the Autumn/Winter 2026 collection.

Perspectives and Official Statements

JISOO, in a rare statement regarding her partnership with a performance brand, emphasized the synergy between her personal lifestyle and the technical requirements of Salomon’s footwear. "I naturally prefer light and comfortable movement in my everyday life," she noted. "I feel that Salomon is a great fit for me because it provides comfort regardless of the weather or environment. I love how versatile the footwear is, making it suitable for both everyday wear and outdoor activities. It was a pleasure to experience and explore the Winter Season collection through my first global campaign."

From the brand’s perspective, the collaboration is viewed as a validation of its "Sportstyle" division. By positioning the shoes as essential tools for the "modern explorer," Salomon is attempting to maintain its credibility among technical enthusiasts while attracting a new demographic that values brand heritage and celebrity-backed design.

Broader Market Implications

The rise of Salomon within the luxury fashion space is emblematic of a shift in consumer behavior. The "In The Open" campaign serves as a case study in how heritage outdoor companies can successfully transition into lifestyle powerhouses. Salomon’s ability to leverage the "gorpcore" trend has led to unprecedented visibility; according to recent market research, the brand’s search volume and retail sell-through rates have seen consistent double-digit growth since 2024.

However, this transition is not without challenges. Maintaining the technical integrity of products like the XT-6 while pushing them into high-fashion boutiques requires a delicate balance. If the brand leans too heavily into aesthetics, it risks alienating its original core user base of athletes and trail runners. Conversely, if it remains strictly technical, it may miss out on the lucrative lifestyle market. The success of the "In The Open" campaign, therefore, depends on the consumer’s perception of the product’s duality—as both a high-performance tool and a stylistic statement.

Technical Performance and Market Demand

The integration of GORE-TEX into the XT-4 and XT-Whisper is a direct response to climate-related market data. As major cities across the Northern Hemisphere report more unpredictable precipitation patterns, the demand for footwear that functions in "transitional" weather—where the temperature is low but not arctic, and the ground is wet—has surged. By optimizing these models for such conditions, Salomon is positioning itself as a leader in "commuter-tech" footwear.

Financial experts following Amer Sports anticipate that this campaign will bolster the company’s Q4 earnings, as the Autumn/Winter season typically sees higher average transaction values for footwear due to the increased manufacturing costs associated with technical materials like waterproof membranes and reinforced outsoles.

Future Outlook

The collaboration between JISOO and Salomon is expected to be a multi-phase endeavor. Industry insiders suggest that future campaigns will likely explore more localized, experiential content, potentially involving international events in cities like Seoul, Paris, and Tokyo. As the brand continues to bridge the gap between mountain performance and city style, the "In The Open" campaign acts as the foundation for a new era of Salomon marketing—one where the athlete and the icon exist in the same frame.

As the retail season progresses, the performance of these specific XT models in the secondary market and their adoption by style influencers will serve as a bellwether for the brand’s long-term health. For now, the "In The Open" campaign serves as a clear declaration: Salomon is no longer just a brand for the trail; it is a brand for the global stage. Whether navigating a mountain pass or a crowded city street, the brand’s messaging is clear—the winter environment is not a barrier to movement, but an invitation to it. With JISOO at the forefront, the brand is well-positioned to maintain its momentum, keeping its core identity intact while expanding its cultural relevance to a new generation of consumers who demand both substance and style from their footwear choices.