Salomon's Olympic Partnership: A Step Towards Reclaiming Winter Sports Legacy

French brand Salomon is strategically leveraging its participation in the Milan Cortina Winter Olympics to rekindle its winter sports heritage. As the sole sports brand signed as a premium partner of the Games, Salomon aims to enhance its global visibility and brand awareness.

The partnership, according to Global Chief Brand Officer Scott Mellin, offers a unique platform to solidify the company's technical standing. This engagement is particularly significant for Salomon, a company trading across over 100 countries. Mellin, who will depart the company on April 1, emphasized the importance of the Olympic platform in reaching diverse geographical markets.

Founded in 1947, Salomon initially produced ski edges before transitioning to fashion-driven sneakers and apparel, which now constitute 85% of its revenue. In contrast, its winter sports line remains its authentic core. The company anticipates a 25% increase in brand awareness post-Olympics, bolstered by a dedicated social media campaign and its significant market investment.