Jisoo has fronted her first global campaign for Salomon, four months after the French mountain sports brand named her global ambassador in May. Titled In The Open, the campaign was filmed across Seoul and launches worldwide on 7 October.
Set against rain-soaked streets, misty skylines, parks and trails, the campaign sees Jisoo move between Seoul's urban and outdoor environments while showcasing three winter-ready styles from Salomon's Autumn/Winter 2026 collection.
A Campaign Built Around Seoul's Contrasts
The imagery leans into contrast: parks and trails set against rain-slicked streets and misty city skylines, with Jisoo moving between both. Salomon said the campaign aims to 'explore the relationship between urban life and the natural world through environments inspired by places Jisoo naturally gravitates towards, from parks and trails to quieter moments within Seoul'.
The weather also becomes part of the visual language. Rather than treating the rain as a backdrop, the campaign uses Seoul's changeable conditions to highlight the versatility of the footwear and its transition between everyday city life and outdoor settings.
Three Sneakers Designed for Changeable Weather
The campaign introduces three styles from Salomon's Fall/Winter 2026 collection, each built around the brand's XT franchise but adapted for winter conditions.
The XT-6 Protective takes the familiar silhouette in a tougher direction, using a ripstop construction and textured TPU detailing for added durability. The XT-Whisper Gore-Tex marks the first time that particular style has come with Gore-Tex protection, bringing all-weather capability to one of Salomon's more recognisable designs. The XT-4 OG Gore-Tex, meanwhile, revives an archive silhouette rooted in the brand's trail-running history, now updated with the same weatherproofing.
What Salonen and Jisoo Said About the Shoot
Heikki Salonen, who became Salomon's creative director in January, said the goal was 'to show winter across the different environments people experience every day, from the city to the outdoors'. He added that Seoul gave the campaign 'a meaningful canvas', grounding the collection in settings that reflect how Jisoo actually moves through her own life.
Jisoo herself described the shoot as 'a pleasure', calling it a chance to experience the winter collection through her first global campaign with the brand. 'I naturally prefer light and comfortable movement in my everyday life, so I feel that Salomon is a great fit for me because it provides comfort regardless of the weather or environment,' she said. 'I love how versatile Salomon footwear is, making it suitable for both everyday wear and outdoor activities.'
Early Numbers Behind the Partnership
This marks the first global campaign from Jisoo's ambassadorship, which Salomon announced in May as 'the beginning of a broader long-term relationship'. The brand said at the time that further creative projects and collaborations would follow.
According to WWD, Launchmetrics data showed the original announcement generated $2.2 million in media impact value within a week, and lifted the brand's overall performance nearly sevenfold on the day the partnership was announced.
Salomon Follows Her Alo Partnership
Salomon isn't the only activewear brand Jisoo has fronted recently. Before the partnership, she spent roughly two years as the face of Alo, starting in early 2024 with its spring collection and later appearing in a second campaign centred on a wellness weekend in Los Angeles.
Her Alo partnership also extended into product, with Jisoo collaborating on the brand's Sunset sneaker in a 'Bloom Pink' colourway. Her move to Salomon subsequently shifted her fashion-sport profile towards a more technical, outdoor-focused aesthetic.
Jisoo's Growing Global Brand Roster
Beyond activewear, Jisoo's ambassador portfolio includes Dior, Cartier, Tommy Hilfiger and Self-Portrait, among other fashion and luxury names. Her Salomon partnership adds another major international brand to a growing list of commercial collaborations.
The three sneakers featured in the campaign will be available globally through Salomon from 7 October, giving Seoul-inspired winter styling a chance to move from the screen into everyday wardrobes.
