As the global fashion and lifestyle sectors pivot toward the demands of colder weather, performance footwear brand Salomon has officially unveiled its autumn/winter collection, anchored by a high-profile partnership with global music icon and Blackpink member Jisoo. Titled In The Open, the campaign marks Jisoo’s inaugural global advertising appearance for the French outdoor brand since her appointment as a global ambassador in May. Photographed by Go Wontae against a stark, moody cityscape, the campaign visualizes the fluid intersection between technical mountain gear and everyday urban utility—a design philosophy that has increasingly defined contemporary streetwear and high-fashion crossovers over the past decade.
The launch of the In The Open campaign reflects a meticulously planned rollout strategy by Salomon’s marketing and creative divisions. Following her official signing in late spring, industry analysts anticipated how the multi-platinum K-pop star would translate her massive international influence into the technical apparel market. The partnership bridges two distinct worlds: Salomon’s heritage in alpine sports and endurance athletics, established in the French Alps in 1947, and Jisoo’s immense cultural footprint across Asia, North America, and Europe. By situating Jisoo in a subdued urban environment rather than an extreme mountain landscape, the campaign underscores how technical, weather-resistant footwear has successfully transitioned from rugged trails to metropolitan thoroughfares.
At the core of the FW26 collection is an upgraded iteration of Salomon’s celebrated XT franchise, engineered specifically to withstand unpredictable winter climates without sacrificing aesthetic versatility. The capsule collection introduces three distinct footwear silhouettes, each updated for enhanced performance across varying environments:
The XT-6 Protective: Originally built for ultra-distance races under harsh conditions, this urban-centric silhouette has been reinterpreted with a more rugged disposition. Designers integrated heavier-duty textiles and reinforced overlays to increase structural durability and add tactile depth to the upper construction.
The XT-Whisper GORE-TEX: Marking a significant technical milestone for the franchise, this beloved model has been equipped with GORE-TEX membrane technology for the first time. The adaptation ensures complete waterproof protection while maintaining the sleek silhouette favored by urban commuters.
The XT-4 OG GORE-TEX: A foundational icon of trail running, this model receives a weather-proofing overhaul through the integration of GORE-TEX. The update fortifies the shoe against heavy rain, snow, and slush, making it a reliable option for transitional winter weather.
Reflecting on her involvement in the project, Jisoo emphasized the seamless alignment between her personal lifestyle and the brand’s technical ethos. “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 stated. Highlighting the cross-functional appeal of the collection, she added, “I love how versatile Salomon 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 with Salomon.”
The collaboration arrives at a time of significant market transformation for technical footwear brands. Over recent years, the concept of "gorpcore"—the incorporation of outdoor, functional apparel into mainstream high fashion—has evolved from a micro-trend into a dominant sector of the retail economy. Market research indicates that consumer demand for weather-resistant, durable footwear has grown steadily, driven by unpredictable global weather patterns and an increasing consumer preference for versatile, long-lasting wardrobes. Brands like Salomon, which historically catered strictly to trail runners, hikers, and skiers, have successfully captured a younger, style-conscious demographic by partnering with high-profile cultural figures like Jisoo.
From a strategic standpoint, aligning with a global ambassador of Jisoo’s magnitude provides Salomon with unprecedented access to international luxury and pop-culture audiences. Blackpink’s members have consistently demonstrated the ability to influence global fashion trends, with past luxury partnerships resulting in immediate sell-out products and substantial spikes in brand engagement metrics. By introducing Jisoo via a winter-focused campaign, Salomon is positioning its technical weather-proofing technologies—such as GORE-TEX integration—not merely as utilitarian features for athletes, but as essential modern luxuries for global consumers navigating urban winters.
Industry observers note that the success of the In The Open campaign could set a benchmark for future collaborations between traditional athletic brands and K-pop royalty. As the boundaries between performance wear, streetwear, and luxury fashion continue to dissolve, technical specifications are increasingly viewed as a key selling point for lifestyle consumers. Salomon’s ability to maintain its technical integrity while embracing high-fashion visual storytelling illustrates a mature market strategy designed for long-term brand equity.
As autumn transitions into winter, the Salomon Sportstyle x Jisoo collection will be available globally through select retailers and official brand channels. Future collaborative content between the brand and media outlets like Dazed is slated to roll out in the coming months, promising deeper insights into the intersection of performance engineering and modern style.
