Why is Salomon so hot these days? We went to the company's headquarters in France to find out .
Salomon has an overwhelming presence in the field of outdoor activities such as skiing and trail running. In recent years, Salomon has been actively collaborating with fashion brands and select stores, and is rapidly attracting the attention of fashion-conscious people. Why is "Salomon" so hot these days? To find out, we visited Annecy, France, where the company was founded and where its headquarters and development center are still located.
The product line with industry-leading superior features is born from this.
Annecy is a town in southeastern France . About an hour and a half by car from Chamonix, where the UTMB, the world's highest trail running race, is held, Annecy is a beautiful city surrounded by mountains and boasts one of the world's clearest lakes, Lake Annecy.
The Annecy Design Center, Salomon's development center, is located about 5 kilometers from the city center.
The Annecy Design Center is home to Salomon's outdoor, running, and skiing products, as well as the development of other products from the same group, such as Mavic bicycles.
The impetus was an approach from a select store.
. First, we talk to the footwear designers. They are stylish people who wear plain T-shirts without hesitation.
Left: Benjamin Grenet, Salomon Footwear Designer , Right: Ryan Ramon, Salomon Lifestyle Design Manager
Recently, "Salomon" has been rapidly increasing its presence not only in the outdoors but also in the fashion scene. Is there a reason for this?
Ryan.. I guess it all started with our collaboration with the Parisian boutique "Broken Arm". The staff there contacted us directly. A female customer of our store was wearing very cool shoes, and I asked her, 'What are those shoes? I asked her what they were, and she told me they were Salomon's Snowcross model. I was surprised that Salomon had such cool shoes! I was surprised. I was surprised and asked him, "Why don't you do something with us? And he said, "Why don't you do something with us? In 2015, we teamed up with Broken Arm to produce a limited edition of 500 pairs of collaborative shoes, and the response was even greater than we had imagined.
So you were originally approached by a select store?
Ryan.. We have 30 years of expertise in high-quality footwear. . and "Broken Arm" has an outstanding sense and foresight in fashion. The fusion of these two elements has resulted in a unique product that has never been seen before.
Benjamin.Salomon's shoes are top-level products in the outdoor industry, made with the utmost pursuit of functionality. We are proud of that. And the fact that it has been accepted as a fashion item was very refreshing for us. I hear that incorporating outdoor style into fashion has become commonplace in Japan, but here in Europe, it is a relatively new trend.
Salomon is collaborating with TAKAHIROMIYASHITATheSoloist. and "Takahiro Miyashita the Soloist" for the fall/winter 2018 season.
Ryan.Yes . As with "Broken Arm," I was contacted by the other party. At that time, the theme of the "TAKAHIROMIYASHITATheSoloist. The theme of the collection was "The Day The World Went Away," and Salomon's shoes, with their high level of protection, fit in with that. That was also something new for us.
Released for fall/winter 2018, the "Salomon" and "TAKAHIROMIYASHITATheSoloist. The base model is a collaboration between Salomon and Takahiro Miyashita the Soloist. The base model is an alpine running shoe from Salomon's top range, the S/LAB.
No compromise on function, whether in fashion or lifestyle .
Please tell us about "SALOMON ADVANCED," which began in the fall/winter of 2018.
The first edition of Salomon Advanced , released in August 2018.
Ryan.Salomon Advanced is a special line of shoes designed specifically for fashion. The colors are arranged to match the apparel, but the base shoe is exactly the same as the performance model. . We don't reduce the functionality of our shoes just because they are lifestyle shoes. If we simply focus on fashion and reduce the functionality of the shoe, it could damage the value of the brand.
The shoes were released in September 2018, in collaboration with "Broken Arm".
Salomon's shoes have been rapidly gaining a presence in the fashion and lifestyle fields in recent years, but do you have plans to enter the so-called "sneaker" market in the future?
Benjamin.. that's a little different. We are not trying to break into the sneaker market. There are many sports and outdoor brands that have entered the fashion and lifestyle field, but Salomon is an outdoor equipment brand that pursues performance for athletes, and we incorporate urban elements and the essence of fashion into that. Salomon is an outdoor equipment brand that pursues performance for athletes. I think that is what makes it unique.
Ryan.Even if the sneaker market accepts our products as a result, we will not compromise functionality at all. I believe this is the uniqueness of "Salomon," and we hope to open up a new market by doing so.
Shoes released in January 2019, in collaboration with eyewear brand "District Vision".
What is S/LAB ME:sh, the ultimate customization service?
The next stop was ADC ME:sh UNIT, located in a corner of the Annecy Design Center. This is a showroom for "S/LAB ME:sh," Salomon's custom-order service for running shoes, and also houses a factory that manufactures the shoes that are ordered.
S/LAB ME:sh" was launched in 2017 after 7 years of development. After measuring the length and width of your foot, a dedicated staff member will counsel you on your running habits, usage, and other factors. The runner can then choose from a myriad of uppers, soles, and other parts to create a pair that is perfect for him or her. Unfortunately, however, the service is only available in France at this time. We can't wait for the global launch of this service!
Trail running superstar and Salomon contract athlete Kilian Jornet was involved in the project from the development stage of the S/LAB ME:sh, and has won races wearing the prototype.
This is a signed pair of shoes actually worn by the player, Kilian Jornet.
Hiroshi Yamamoto, Deputy Editor in Chief of HOUYHNHNM's, experienced such "S/LAB ME:sh".
The first step is to measure the foot shape. Using special equipment, we carefully measure the length, width, circumference, and heel width of the foot.
. followed by a counseling session with a dedicated staff member. What is your main use? How far do you run? What do you value: cushioning? Breathability? Lightweight? . . and so on, a very wide variety of items are selected one by one with a tablet, after consulting with the staff. Based on those answers, a proprietary algorithm by "Salomon" is added to determine the appropriate sole configuration.
Lastly, color selection. In addition to the upper, the sole, laces, and eyelet stays are chosen in the combination of your choice.
Then, from among the countless samples prepared for different foot shapes, one close to one's own foot shape is selected, and after actually putting one's foot through it and trying it on to see how it feels, it is completed.
This completes the customization process, and the ordered shoes will be delivered to the designated location in about three weeks.
Yamamoto, who experienced "S/LAB ME:sh" for the first time this time, describes its attractiveness as follows.
There are other shoe customization services, but the great thing about S/LAB ME:sh is that you can not only change the color or add your personal ID, but also create a pair that best fits your foot shape, running style, and usage. This is something that ordinary runners don't get to experience very often. I think this service is very typical of Salomon, which places the highest priority on "athletes first," and I can't wait to see it in Japan.
While supporting the activities of top athletes with its overwhelmingly high performance, the company also incorporates the technology and experience it has cultivated into its products for general runners, while also attracting fashion experts with stylish collections such as "Salomon Advanced. Salomon is a one-of-a-kind company in the world of sports and the outdoors, and we can't take our eyes off of them.
