Sneaker News Salomon continues pushing deeper into the intersection of outdoor performance and global culture with the announcement of JISOO as its newest global ambassador. Best known as one-fourth of the massively influential K-pop group BLACKPINK, JISOO’s reach extends far beyond music, as she has become one of the most recognizable faces across entertainment, luxury partnerships, and contemporary style worldwide.
The partnership represents another major cultural step for Salomon as the French outdoor label continues evolving from a trail and technical-wear specialist into one of the most influential names within the modern sneaker and lifestyle space. Over the last several years, Salomon has increasingly embedded itself within streetwear and luxury conversations, with its performance-driven silhouettes finding popularity far beyond hiking trails and mountain environments. Recent partnerships with Carpet Company and FEID prove the brand’s willingness to expand its breadth beyond the trail world.
According to Salomon, JISOO’s connection to movement, creativity, and the outdoors made the partnership feel especially natural. “Growing up close to the mountains in South Korea, nature and the outdoors were a part of everyday life,” JISOO shared in the official announcement. “Spending time outside continues to bring me a sense of freedom and grounding.”
Salomon also emphasized how JISOO reflects a younger generation increasingly blurring the lines between sport, lifestyle, and self-expression, an identity the brand itself has heavily embraced during its rapid global rise.
While the announcement itself focuses primarily on ambassadorship, Salomon confirms this marks the beginning of a long-term relationship, with future creative projects and collaborations already planned. As part of the official announcement Salomon has shared the below photo of JISOO wearing the XT-Whisper silhouette.
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