Breaking Down the Launch of the Salomon XT Whisper (SS26). A strong cultural collaboration, amplified in France through strategic retail activations led by the agency.

Launching a sneaker is no longer enough — it needs to resonate. For the Spring/Summer 2026 drop of the Salomon XT Whisper, the Annecy-based brand chose a sharp cultural collaboration with artist Dina Ayada. For such a message to cut through the digital noise and reach its audience, it must take physical form. This is where the agency’s expertise comes in.

By targeting strategic epicentres in Paris and Marseille, a global campaign was transformed into tangible, on-the-ground experiences. A closer look at a launch where product, culture and retail converge.

The Campaign: The Salomon XT Whisper Finds Its Voice

Reintroduced into the Salomon Sportstyle collection at the end of 2024, the XT Whisper returns to the spotlight with three new colourways — Vanilla Ice, Almond Milk and Castlerock — launched in early February 2026. To embody the silhouette, the brand partnered with Dina Ayada.

• The Face of the Campaign
  A Belgian-Moroccan artist and former law student propelled by a viral freestyle in 2022, Dina represents an unconventional trajectory. She embodies a generation that refuses to be boxed in.

• The Marketing Value
  This partnership bridges authentic cultural relevance with the artist’s sharp positioning and the brand’s strong online and offline visibility. The result speaks directly to a young, creative audience beyond traditional media buying channels.

• The Concept
  Named Whisper University, the campaign revolves around the artist’s energy. An original track accompanies the project, positioning the XT Whisper as the shoe for those whose presence resonates — even when their style whispers.

The Paris Epicentre: Creating Repetition and Immersion

Beyond media coverage (Hypebeast, Hypebae, The Cool Hour, Office Magazine and LBBOnline), the local rollout created an immersive customer journey in Paris, executed by Wrks Agency.

• Galeries Lafayette (Sneaker Floor)
  For three weeks, an immersive installation took over the space. Visitors didn’t just discover the new XT Whisper colourways — they could also listen to Dina’s original track directly in-store. A dialogue between sound and silhouette that extends the digital experience into the physical world.

• Citadium (Three-Step Journey)
  The objective was to engage customers from the moment they entered. The activation guided visitors from an entry installation, through escalator screens featuring campaign videos, all the way to the third-floor shop-in-shop. An effective way to create natural brand repetition and turn foot traffic into active discovery.

The Marseille Anchor: Community and Independence

In Marseille, the campaign took on a more local scale, rooted in the ecosystem of key independent retailers — essential players in building direct relationships between brands and their audience. The goal: embed the project within a more organic, community-driven dynamic.

• CornerStreet SneakerShop (Weekend Activation)
  The mezzanine of the well-known sneaker store was transformed to showcase the products and visuals on screen. Echoing the Whisper University spirit — supporting emerging talent — local DJs were invited to perform. Complimentary coffee added a simple, generous touch, grounded in the city’s lifestyle.

• Goudron (10-Year Anniversary)
  Partnering with a milestone without overshadowing it: for Goudron’s 10th anniversary, the XT Whisper was part of the celebration, including a dinner gathering the local community. Being present at these key moments is essential to building long-term relationships with the retailers that shape a brand’s credibility and success in a given market.

From Global Campaign to Local Impact. Deploying a campaign from global to local scale creates the conditions for true resonance within communities. From Parisian department stores to independent boutiques in Marseille, this activation around the Salomon XT Whisper demonstrates that a modern wholesale strategy also relies on consistent in-store animation.

Clothette supports and deploys high-impact retail experiences with strong local relevance. A know-how dedicated to energising physical retail, through tailor-made activations and the adaptation of global brand campaigns to the French market.