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Salomon Brings Its 45 Second ‘Shaping New Futures’ Film Into Stores Around the World

Through stills from the hero film, Salomon enhances the retail experience by creating a cohesive visual narrative across channels.

Published: Aug 8, 2026 1:16 PM

By RETAILBOSS Team

MarketingNews

Salomon Brings Its 45 Second ‘Shaping New Futures’ Film Into Stores Around the World

Salomon is taking its Shaping New Futures campaign beyond the hero film and into its stores around the world, showing how a global creative platform can become a consistent physical retail experience. The move brings the campaign’s visual language into the store environment through a series of still images, allowing customers to encounter the brand’s evolving identity in person.

Launched in 2026, Shaping New Futures represents a new chapter for Salomon. The campaign places innovation at the centre of the brand’s cultural and sporting identity, connecting its French mountain heritage with an ambition to shape the future of sport, design and outdoor culture.

It is built around the idea that the future is not something to wait for or predict, but something that can be created through curiosity, experimentation and imagination. At the centre of the platform is a 45-second hero film created by UNVEIL®.

The film follows a character moving through an infinite white space where environments shift and respond around her. Nature, technology and imagination come together in a visual journey that moves between mountain sport, urban culture and abstract digital worlds.

The film combines live action with artificial intelligence, using the contrast between physical movement and generated imagery to create an aesthetic that feels unfamiliar but grounded in the spirit of exploration. For Salomon, the use of AI is not treated as a replacement for human creativity…

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Salomon Brings Its 45 Second ‘Shaping New Futures’ Film Into Stores Around the World

Through stills from the hero film, Salomon enhances the retail experience by creating a cohesive visual narrative across channels.

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