September 25, 2026 - News

Salomon Blurs Performance and Fashion

Style points.

Salomon Sportstyle

Salomon

Salomon is making performance fashionable.

Full speed. After growing sales 35% last year, Salomon is expected to top $2.5B in 2026 revenue, en route to $3B by 2028.

Salomon Is Turning Performance Into a $3B Business

Street cred. Blending technical specs with streetwear, Salomon’s Sportstyle category now accounts for 40% of sales. A strategy leadership calls a “weapon” to unlock growth, it’s targeting a bigger share of lifestyle spending among young women and Chinese consumers.

Style points. Riding gorpcore, the brand won over fashion consumers, but creative director Heikki Salonen says it’ll stay true to its roots — prioritizing performance before style while keeping both its products and messaging proudly “nerdy and weird.”

Testing that ethos, Salomon signed a five-year partnership with IRONMAN, extending its reach in endurance sports.

Punchline: From the backcountry to city streets, Salomon is expanding into everyday life but being careful not to neglect its original consumer.

Joe Vennare

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