Salomon, Invented in the mountains. Reinvented in Paris.

Where outdoor performance meets urban culture, and it looks as good as it moves. Instinct produced Invented/Reinvented for Salomon and its agency DDB Paris, directed and photographed by Edgar Berg.

The campaign is built on the duality of the XT-6. Historically designed by and for the mountains, the ultra-trail shoe has become iconic among city creatives. It originates in the Alps, where the brand stays rooted, and it resonates in Paris, a city in perpetual motion.

From peaks to pavements, the Parisian rapper Mikano brings the XT-6 to life. He is an artist known for constantly reinventing himself, always at the crossroads of genres, someone Salomon already followed and whose world matched the brand’s own. The film alternates a sport register true to the origins, invented in the mountains, with a Parisian urban one, reinvented in Paris.

The campaign captures a brand moving from the summit of the mountain to the Parisian sidewalk without losing its authenticity, whether in the Marais or in the Alps.

It ran from the end of March in film on Salomon Sportstyle’s channels, in DOOH in Paris and in London, and in Salomon stores worldwide, in both photography and film. It was picked up in London after being well received in France.