Salomon Sportstyle and British singer-songwriter Ama Lou bring us a fresh intersection of technical performance and contemporary culture. 

At the heart of this collaboration is the XT-Whisper Void, reimagined as the “Ama” edition, designed to connect with a creative, culturally aware audience and awaken a fashion-forward spirit.  

Discover the behind-the-scenes story of this collaboration and the inspiring storytelling that accompanies it.

Ama Lou - An Artist at the Crossroads of Music and Style

Choosing Ama Lou as a collaborator reflects Salomon’s intention to reach a broader, curious, and creative community. 

Who is Ama Lou?

Known for her distinctive blend of R&B and soul influences, Ama Lou draws inspiration from icons like Lauryn Hill and Amy Winehouse. 

With emotionally rich lyrics and a strong musical identity, she has built credibility not only in music but also in fashion, with collaborations involving brands such as Loewe and Chanel, and a pronounced love for vintage clothing.

A Natural Connection: Where Function Meets Elegance

This partnership grew from a genuine creative connection. As Ama Lou explains, the number-one reason she wears Salomon is functionality: “No matter if you’re a ‘fashion girl,’ nothing is more frustrating than uncomfortable shoes.”

She also highlights their versatility as a decisive advantage: “On a short trip, I’ll bring just one pair of Salomons, knowing I can hike through the forest or wear them out to dinner without anyone raising an eyebrow.” This ability to move effortlessly between contexts, discreet yet chic, speaks directly to a young and creative audience attuned to seasonal fashion.

Salomon actively supports local artists and collaborates with emerging talents to explore new stylistic territories with an adventurous mindset. More than simple sponsorship, the brand aims to accompany artists in their personal projects. By giving Ama Lou the means to bring her creative vision to life through this exclusive version of the XT-Whisper, Salomon strengthens its position as a credible cultural player.

XT-Whisper Void Ama - A Sneaker Rich in Story and Technical Detail

The XT-Whisper, originally developed as one of the first trail running shoes designed with women in mind, has been adapted for urban use in the Sportstyle category through Ama Lou’s sensitive, personal vision.

Poetic Narrative: A Tribute to Japanese “Ama” Divers

Ama Lou’s concept for the sneaker draws on the strength and grace of  the AMA, who are traditional Japanese female free divers who have harvested pearls by hand for centuries. The name is intentional and meaningful.

Each colorway carries symbolic weight: Pearl white evokes the quiet treasure sought beneath the surface. Coral orange represents vibrant life, echoing the color of the divers’ gloves and gear. Seaweed green reflects the fluid movement of marine vegetation under the waves.

Design Identity - Blending Aesthetic and Performance

Visually, the XT-Whisper Void Ama makes a strong statement. Clean, flowing lines are enhanced with ethereal textures and colors, while Salomon’s core performance DNA remains unchanged. The sneaker incorporates key technologies such as Sensifit™ for precise support, Quicklace™ for effortless adjustment, and the Agile Chassis™ system for stability and grip, all ensuring confidence on any terrain.

“Made for Women, Worn by All” - An Inclusive Message

While rooted in a silhouette originally intended for female runners, this reinterpretation celebrates empowerment and self-expression. Its inclusive message broadens its appeal, resonating with a diverse audience that embraces both fashion and function.

Positioning: What message does the Salomon Sport Style x Ama Lou collaboration send?

Let's look beyond the product and focus on the business potential of this collaboration.

A Bridge Between Performance and Urban Culture

This shoe is designed for the “unexpected path: an alleyway, a mountain peak, city streets, or even the dance floor.” It represents the meeting point between nature and culture. It offers the opportunity to create a product that speaks both to purists of technical performance and to fashion enthusiasts, building a bridge between two distinct audiences.

Defining a Forward-Looking Narrative

The Salomon x Ama Lou collaboration is more than a product launch. It’s a fusion of technical heritage and cultural relevance. The XT-Whisper Void Ama is a highly desirable piece, anchored by a compelling story and a credible ambassador. A cultural object designed for a discerning audience engaged in fashion and creative culture.

The XT-Whisper Void Ama launched on July 16, 2025, and is available through selected retailers worldwide and on salomon.com.