Executive Overview
As the shortening autumn days signal the inevitable approach of winter, outdoor performance and footwear powerhouse Salomon is positioning itself at the intersection of technical resilience and urban style. In what marks her inaugural global fashion campaign since being named a Salomon global ambassador in May, Blackpink superstar Jisoo anchors the brand’s Fall/Winter 2026 (FW26) collection, titled In The Open. Photographed by Go Wontae against the moody, architectural backdrop of a contemporary metropolis, the campaign explores the fluid boundaries between untamed wilderness and concrete streetscapes.
The collaboration is more than a standard celebrity endorsement; it is a calculated strategic alignment. By merging Jisoo’s immense cultural cachet with Salomon’s heritage mountain-sport engineering, the brand is cementing its transition from a niche trail-running staple into a dominant force in high-fashion streetwear. At the core of the In The Open capsule are three re-engineered silhouettes from Salomon’s famed XT franchise—the XT-6 Protective, the GORE-TEX-equipped XT-Whisper, and the weather-proofed XT-4 OG. These models have been thoughtfully upgraded to conquer volatile winter conditions without sacrificing the lightweight agility required for daily urban commuting. This comprehensive report explores the genesis of the campaign, the technical evolution of the footwear, the marketing implications of Jisoo’s ambassador role, and the broader cultural phenomenon of outdoor gear conquering high fashion.
Detailed Chronology: From Mountain Heritage to Global Metropolises
The Genesis of a Partnership: May 2026
The groundwork for the In The Open campaign was laid in May 2026, when Salomon officially announced Jisoo as its newest global ambassador. In an industry where luxury fashion houses and technical sportswear brands increasingly vie for the attention of the global Gen Z and millennial consumer bases, securing a core member of Blackpink represents a massive coup. Known the world over for her effortless blend of high-end luxury and accessible streetwear, Jisoo brought an undeniable star power to Salomon’s growing lifestyle division, Salomon Sportstyle.
While traditional outdoor brands spent decades marketing strictly to mountaineers, hikers, and endurance athletes, the late 2010s and early 2020s sparked a massive shift known colloquially as "gorpcore." Salomon was uniquely positioned to capitalize on this trend, having spent decades perfecting technical trail footwear. However, the appointment of a global pop icon like Jisoo signaled a deliberate evolution: Salomon was no longer just an item for alpine specialists; it was becoming a canvas for modern style iconoclasm.
The Unveiling of ‘In The Open’ (Late September 2026)
As autumn began to settle across the Northern Hemisphere, Salomon and Jisoo unveiled the fruits of their initial creative partnership. Titled In The Open, the FW26 campaign was designed to reflect the realities of modern mobility. People no longer live compartmentalized lives where outdoor gear stays on the mountain and dress shoes stay in the office. Modern consumers navigate unpredictable weather systems, shifting from damp city subways to rain-slicked concrete pavements, all within a single morning commute.
Captured through the lens of celebrated photographer Go Wontae, the campaign imagery strips away overly stylized studio aesthetics in favor of raw, atmospheric realism. Jisoo is depicted moving through minimalist yet stark architectural environments, wearing utility-driven apparel paired with the newly updated XT franchise sneakers. The visual narrative emphasizes contrast: the delicate, ethereal presence of a global pop royalty set against the rugged, technical exterior of weather-braced footwear.
Technical Innovation: Anatomy of the FW26 Capsule
While the star power of Jisoo drives consumer attention, the true backbone of the In The Open collection lies in its technical evolution. The capsule focuses heavily on upgrading Salomon’s iconic XT franchise, ensuring that style never compromises practical functionality during the harshest months of the year.
1. The XT-6 Protective: Rugged Urbanity
Originally engineered as a world-class endurance shoe for ultra-marathons in harsh conditions, the XT-6 has spent the last several years reigning supreme as a streetwear staple. For the FW26 collection, Salomon introduces the XT-6 Protective, taking the classic silhouette in a noticeably more rugged direction.
- Enhanced Materials: The upper has been reinforced with denser, weather-resistant textiles and protective overlays designed to shield the foot from slush, road salt, and biting winds.
- Textured Aesthetic: The material updates not only increase the shoe’s physical durability but also introduce a richer, more tactile depth to the silhouette, making it seamlessly compatible with heavy winter outerwear like wool coats, technical puffers, and layered technical shells.
2. The GORE-TEX XT-Whisper: Defying the Elements
A much-loved favorite among sneaker connoisseurs, the XT-Whisper receives a monumental upgrade for the winter season. For the first time in its lineage, the model has been integrated with a GORE-TEX membrane.
- Absolute Waterproofing: Winter weather often brings relentless rain, sleet, and melting snow. The inclusion of GORE-TEX ensures complete waterproofing while maintaining breathability, preventing moisture from entering the shoe from the outside while allowing sweat vapor to escape.
- All-Element Adaptability: Designed specifically to deal with unpredictable atmospheric shifts, the XT-Whisper bridges the gap between delicate minimalism and heavy-duty storm protection.
3. The XT-4 OG GORE-TEX: The Trail Icon Evolved
No Salomon lineup is complete without honoring its trail-running heritage. The XT-4 OG, a legendary silhouette known for its stability chassis and aggressive grip, gets the winter treatment with its own GORE-TEX iteration.
- Climatic Resilience: By adding weather-proofing to the XT-4 OG, Salomon ensures that wearers can transition effortlessly from slick mountain trails to icy urban avenues without missing a step.
- Uncompromising Grip: The outsole retains its deep, multi-directional lug pattern, providing exceptional traction on slippery, rain-soaked surfaces.
Supporting Context & Metrics: The Gorpcore Economy and Celebrity Influence
The Rise of Salomon Sportstyle
To understand the significance of Jisoo’s campaign, one must examine the meteoric financial and cultural rise of Salomon’s Sportstyle division. Owned by parent company Amer Sports, Salomon experienced a massive renaissance over the past five years. Driven by high-profile designer collaborations (with brands like MM6 Maison Margiela, Sandy Liang, and Palace) and organic adoption by fashion weeks attendees, Salomon transformed from a utilitarian French alpine brand into an essential luxury-adjacent lifestyle label.
Industry metrics indicate that technical footwear brands have captured a disproportionate share of the global sneaker market, eating into traditional athletic and lifestyle segments. Consumers increasingly prioritize comfort, durability, and multi-functionality. According to recent retail analytics, searches for weather-resistant, technical footwear spike by over 140% annually as autumn transitions into winter, validating Salomon’s strategic timing for the In The Open drop.
The Power of the K-Pop Ambassador Economy
Jisoo’s partnership with Salomon highlights a broader economic reality: K-pop idols are arguably the most influential marketing forces in modern luxury and contemporary fashion. With tens of millions of dedicated followers across Instagram, YouTube, and global fan networks, artists like Jisoo possess an unprecedented ability to drive immediate global product sell-outs.
When Jisoo notes her personal alignment with the brand—stating that she naturally prefers light and comfortable movement in her everyday life—it resonates deeply with a demographic that values both aesthetic distinction and physical practicality. Her endorsement bridges the gap between high-fashion aspirationalism and everyday utility, translating into massive engagement metrics and immediate commercial momentum for Salomon Sportstyle.
Official Statements and Perspectives
Reflecting on her debut campaign, Jisoo shared insights into her personal style philosophy and her partnership with the brand:
"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. 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."
Salomon’s design and marketing teams have similarly emphasized that the In The Open collection represents a philosophical alignment with modern consumers. By taking decades of mountain expertise—honed on the icy peaks of the French Alps—and translating it into urban-ready gear, the brand is offering a practical solution to climate unpredictability.
Salomon representatives have hinted that the FW26 campaign is only the beginning. Additional winter storytelling initiatives and collaborative drops between cultural tastemakers and the brand are slated to roll out in the coming months, promising an action-packed season for fashion enthusiasts and outdoor adventurers alike.
Future Outlook: What’s Next for Salomon and Jisoo?
As the fashion industry continues to blur the lines between technical performance and luxury aesthetics, partnerships like the one between Salomon and Jisoo will likely serve as the blueprint for future collaborations. Consumers no longer want to choose between looking good and staying dry; they demand both.
Looking ahead, industry analysts expect Salomon to continue expanding its Sportstyle footprint into apparel and specialized cold-weather accessories, leveraging Jisoo’s global influence to introduce these technical innovations to new demographic markets across Asia, North America, and Europe. For fans of Dazed and Salomon alike, the remainder of the winter season promises a steady stream of narrative-driven drops, immersive visual campaigns, and boundary-pushing footwear designs.
The In The Open collection is currently rolling out globally across select retailers and Salomon’s official channels. As the winter nights draw longer and the elements grow harsher, Jisoo and Salomon have made one thing abundantly clear: whether navigating the concrete canyons of Seoul, Paris, or New York, the modern urbanite is now fully equipped to take on the world—weather permitting.
