Salomon expands brand presence from mountain sports to urban lifestyle

Salomon is positioning itself as a “modern mountain sport lifestyle brand,” bridging the gap between technical outdoor performance and urban fashion. According to Natalia Tomasiak, the brand’s Sports & PR Marketing Manager, the company aims to integrate its mountain heritage with contemporary city styles without losing its authentic DNA.

This evolution is reflected in the growing popularity of the “gorpcore” trend, where technical hiking-inspired gear is used for casual urban wear. A key example is the Salomon Speedcross, a trail running shoe designed for soft ground and mud. While its aggressive 5mm lugs and Mud Contagrip outsole are optimized for loose terrain, the shoe’s technical aesthetic has made it a significant fixture in sneaker trends.

To support this lifestyle integration, Salomon is focusing on categories like gravel running and hosting community running events, which help blur the lines between urban environments and outdoor activities.