Salomon’s fall/winter 2026 campaign has arrived, and it hands the spotlight to Jisoo. The Blackpink singer fronts “In the Open,” her first global campaign for the French mountain sports brand since she was named global ambassador in May. Shot in South Korea, the images set her where city and countryside meet, with wild grass and open ground framed against a hazy Seoul skyline.
The campaign anchors a three-shoe capsule built for cold, wet weather: the XT-6 Protective, the XT-Whisper Gore-Tex and the XT-4 OG Gore-Tex. Everything launches globally on October 7 at salomon.com, and for a label that has climbed from hiking trails to fashion-week front rows, the pairing marks its most deliberate push yet into the polished, city-ready side of outdoor gear.
Why Jisoo Fits Salomon’s Winter Story
Jisoo built her side of the story around comfort and versatility. “I naturally prefer light and comfortable movement in my everyday life, so I feel that Salomon is a great fit for me because it provides comfort regardless of the weather or environment,” she said in a statement. “I love how versatile Salomon footwear is, making it suitable for both everyday wear and outdoor activities.”
Heikki Salonen, who took over as Salomon’s creative director in January, described the concept as winter across the environments people move through every day. “That’s something Salomon has always excelled at, creating products that perform across changing conditions without compromising on design,” he said, calling Seoul a “meaningful canvas” for the narrative.
Inside the Three-Shoe Capsule
Each silhouette answers a different kind of winter day.
- XT-6 Protective: a ripstop upper and textured TPU detailing push Salomon’s best-known XT shape in a more rugged direction.
- XT-Whisper Gore-Tex: the first XT-Whisper with Gore-Tex protection, adding weatherproofing while keeping the model’s slim profile.
- XT-4 OG Gore-Tex: a trail-running archive favorite updated with Gore-Tex for wet streets and slush.
The campaign leans on contrast rather than athletic action shots. Rain, fog and wind reshape familiar Seoul locations, and Jisoo appears in parks, on trails and in quiet corners of the city, dressed for movement instead of a photo op. Gore-Tex does the practical work here, keeping feet dry in rain and slush without turning the shoes into boots.
What the Campaign Signals for the Brand
The booking already has measurable momentum behind it. Launchmetrics reported that the May ambassador announcement generated $2.2 million in media impact value within a week and lifted the brand’s performance nearly sevenfold on the day it was revealed.
Salomon’s positioning here is easy to read. Technical credibility with runners and hikers sits on one side; a fashion following built on the XT line sits on the other. Casting Jisoo in settings that blur the two lets the brand speak to both audiences with one campaign, and frames the capsule as everyday wardrobe rather than specialty equipment.
For Jisoo, whose ambassador portfolio also includes Dior, Cartier, Tommy Hilfiger and Self-Portrait, the Salomon work extends a sneaker story that started with Alo, where she launched a “Bloom Pink” take on the Sunset sneaker. The step from ambassador announcement to full global campaign is the arc agencies and talent teams watch closely, and it rarely arrives this quickly.
