Salomon Opens First U.S. Pop-Up Store in SoHo, New York City

French sportswear brand Salomon has launched its first U.S. retail space with a pop-up store in SoHo, New York City. Located at 169 Spring Street, the store focuses on the brand’s Sportstyle collection and will remain open until January 2025. This opening is part of Salomon’s plan to expand its presence in a new market, giving customers the opportunity to explore footwear designed to combine function with everyday style.

Steve Doolan, President of Salomon Americas, explained, “New York has been a global cultural hub for decades, and its community has long known and adopted Salomon. Recently, people have embraced some of our classic designs, which you now see regularly on the streets of the city. This inspired us to connect with our customers directly through a store.”

Opening Day 

Salomon celebrated the launch on 2 October with several activities to welcome customers. Visitors could enter hourly raffles between 11 AM and 7 PM for a chance to win a pair of XT-6 trainers. Attendees were also given free Salomon tote bags designed especially for the New York store, while shoppers received gifts with their purchases.

The event featured coffee and snacks from Ground Support Café, happy hour refreshments from Sweet Chick, and music by DJ Rich Fazo, creating a relaxed, engaging atmosphere for visitors.

A Step Towards U.S. Expansion

Following several years of rapid growth, the brand is focusing on building a permanent retail presence. The pop-up also acts as a trial run for the company’s broader U.S. expansion reflects Salomon’s goal of serving both outdoor enthusiasts and urban dwellers by offering practical footwear with a modern design.

Salomon plans to open five permanent stores by 2025, and starts with a flagship location in New York City that highlights Salomon’s Sportstyle collection:

• ACS: A breathable trainer with roots in trail running.
• Speedcross 3: A robust option for outdoor adventures.
• XT-6: A popular lifestyle shoe known for its durability.
• Snowclog: A new winter boot designed for both city streets and outdoor conditions.

This opening follows the IPO of Salomon’s owner, Amer Sports, which raised $1.37 billion on the New York Stock Exchange earlier this year. In August, Amer Sports raised its guidance for 2024 after reporting Q2 sales and earnings results that exceeded expectations. The Finnish company, which also owns Arc’Teryx, Wilson, Peak Performance, and Atomic, reported a 16 per cent increase in Q2 sales to $994 million. The outdoor performance segment, which includes Salomon, saw revenues grow 11 per cent to $304 million during the same period.

From the French Alps to New York

Founded in 1947 in the French Alps by François Salomon, the brand initially specialised in ski edges before expanding into ski bindings, hiking gear, and trail running shoes. Over time, it developed a reputation for producing dependable outdoor equipment.

While remaining true to its roots, Salomon has broadened its product range to appeal to city shoppers. The Sportstyle collection exemplifies this shift, offering footwear that combines performance features with everyday wearability. Popular models such as the Speedcross and XT-6 have gained popularity beyond sports, becoming everyday fashion staples.

Salomon works closely with elite athletes, such as Rich Roll, Noah Droddy and Kilian Jornet to develop advanced products like the S/LAB Sense shoe, which includes features such as Sensifit for stability and Quicklace for convenience. This close partnership ensures that products meet real-world needs, fostering a strong connection with consumers.

Marketing Strategy and Community Engagement

Salomon has built a global presence and strong brand loyalty without relying on traditional advertising. Instead, the company uses a unique marketing strategy focused on community engagement, experiential events, and sustainability. Through valuable content,  interactions, and purposeful initiatives, Salomon resonates with outdoor enthusiasts, athletes, and lifestyle consumers, becoming a leading name in sportswear.

“I have long admired Salomon’s commitment to developing best-in-class products for athletes. As someone who seeks a lifelong healthy relationship with running on the roads and trails, I am thrilled to have Salomon as my partner for footwear and hydration this year. My goals are to run healthy, break down real and imagined barriers between road and trail, and contribute to a more inclusive running community overall. Salomon shares these values, and has the leadership and scope to help build an inclusive community from the ground up” – Lauren Fleshman, a former American athlete.

Through platforms like its website, social media, and the popular YouTube channel “Salomon TV,” the brand shares content tailored to different sports audiences.. Practical guides, technical tips, athlete interviews, vlogs, and event updates engage runners, skiers, snowboarders, and adventurers. The examples of the Salomon’s approach are events such as “This is Trail Running,” “Plogga Run,” “Mountain Academy” that offer hands-on experiences unite participants and Salomon experts. This direct engagement turns participants into brand ambassadors who promote Salomon organically.

Salomon’s philosophy extends beyond performance to inspire positive change, as expressed by CEO Franco Fogliato: 

“Salomon’s raison d’être1 is to help each person surpass themselves through intense outdoor sporting experiences. So that this person, in turn, brings about positive change.”

This mission is seen in the company’s sustainability efforts. For example, the “Salomon INDEX” shoe is fully recyclable and can be turned into ski boot shells. This shows the brand’s commitment to reducing environmental impact and meets the expectations of eco-conscious consumers. 

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