After becoming a cultural staple beyond the trails, Salomon faced a new challenge: how to protect its icons without freezing them in time.
With “Invented / Reinvented,” the brand revisited one of its most recognizable product, the XT-6, not as a retro product, but as a living design platform. The campaign acknowledges the shoe’s technical origins while embracing its adoption by new communities, from performance athletes to urban creatives.
Rather than celebrating the past, the platform highlights evolution. Same DNA. New contexts. New expressions.
Deployed globally across digital, retail and social, the campaign positions Salomon not as a brand capitalizing on nostalgia, but as one continuously reworking its own legacy.
