Salomon x Jisoo: a measured ambassador move

Salomon and Salomon Sportstyle announce today, 28 May 2026, that singer Jisoo, formerly of BLACKPINK, is the brand's new global ambassador. A first in the strategy of the Annecy-based brand, which had until now never attached its name to a personality of this profile in the pop culture space.

A logical choice. Jisoo combines a massive fan base across Northeast Asia, a fashion credibility built in part through Dior, and a personal image that plays with natural and mountain codes. "Growing up near the mountains in South Korea, nature was part of everyday life. What I appreciate about Salomon is the balance between functionality, movement and style. From the start, this partnership felt natural, because it reflects the way I live and move every day." Everything Salomon needs to accelerate its expansion in the women's lifestyle segment and strengthen its foothold in East Asia.

It is the logical continuation of the shift set in motion by the success of the XT-6 and the sportstyle line: Salomon no longer wants to be seen as a trail and ski brand alone. Kristof Cavazzana, Global VP Product & Experience, confirms the intent: "Jisoo represents a generation that embraces openness, curiosity, and fluidity between sport and fashion. Her perspective and global influence resonate with the way Salomon continues to evolve today." Salomon reaffirms its global footprint, occupying the space between sport and fashion more than ever, without sacrificing its technical credentials.