JISOO becomes Salomon's global ambassador.

The collaboration with JISOO is part of Salomon's strategy to expand from an outdoor sports brand into fashion and popular culture.

Outdoor sports brand Salomon has announced singer and actress JISOO as its new global ambassador, marking an expansion of the brand's connection with contemporary fashion , culture, and lifestyle.

The company stated that the collaboration with JISOO is part of its strategy to expand its image from a brand specializing in outdoor sports to spaces where sports, fashion, and popular culture intersect.

JISOO is known as one of the most globally influential artists in music , fashion, and entertainment. Salomon believes that the artist's image aligns with the brand's direction, which emphasizes an active lifestyle, connection with nature, and a spirit of exploration.

Sharing her thoughts on the collaboration, JISOO said that nature and outdoor activities have been a part of her life since childhood.

"Growing up near the mountains in Korea, nature and outdoor activities have always been a part of my daily life. Spending time in nature still brings me a sense of freedom and balance," the K-pop star said.

The artist stated that she appreciates Salomon's combination of performance, movement, and style, and sees similarities between the brand's philosophy and her personal lifestyle.

According to Kristof Cavazzana, Global Vice President of Product and Experience at Salomon, JISOO represents a generation that values ​​openness, exploration, and the intersection of sports and fashion.

"JISOO's perspective and global influence resonate strongly with how Salomon is currently evolving, bringing mountain heritage, outdoor lifestyles, and fashion into broader cultural dialogues," said Cavazzana.

Salomon stated that the appointment of JISOO marks the beginning of a long-term collaboration with numerous creative projects and special collections to be introduced in the near future.

Originating in the French Alps, Salomon is a brand specializing in footwear, apparel, and outdoor sports equipment. In recent years, the company has expanded its presence in the fashion and lifestyle sectors, alongside its professional sports product lines.

In Vietnam, Salomon currently has four stores in Hanoi and Ho Chi Minh City.

Source: https://vtcnews.vn/jisoo-tro-thanh-dai-su-toan-cau-cua-salomon-ar1020680.html