Salomon Signs Jisoo as Global Ambassador

May 28. Salomon confirmed Jisoo as global ambassador this morning. The announcement arrives as the brand's Sportstyle line continues to outpace its trail-running core in sales.

Jisoo is the fourth Blackpink member to sign with a European outdoor brand in the last eighteen months. Jennie fronts for Jacquemus, Rosé for Saint Laurent, Lisa for Celine. The pattern is consistent: K-pop reach meets heritage outdoor credibility, the collab plays out in airport fits and Instagram carousels, not on the trail.

Salomon's Sportstyle momentum has been legible since 2019, when the XT-6 resurfaced as a fashion object. The silhouette moved from trail forums to Paris Fashion Week street style in less than two seasons. By 2023, Sportstyle accounted for an estimated 40 percent of Salomon's revenue, per Amer Sports filings. The trail shoe that was never meant to be a lifestyle shoe became exactly that.

Jisoo's hire feels like a bet on maintaining that momentum rather than expanding it. She's worn Salomon twice in the last six months, both times paired with tailored pieces, both times photographed at Incheon. The formula is familiar: take the XT-6 or the ACS Pro, pair it with something quiet-luxury adjacent, let the contrast do the work.

The question is whether the Sportstyle audience still needs convincing. The brand has been in Apartamento, on every stylist's mood board, restocked at Dover Street Market. At this point, the ambassador hire reads more like brand maintenance than brand discovery.

Salomon ships the first Jisoo campaign assets in Q3.