The Gorpcore Fad Fades, but Salomon’s Ambitions Only Grow Bolder
Remember when everyone was obsessed with gorpcore? That trend of wearing technical outdoor gear as everyday fashion? Well, according to Salomon’s CEO Guillaume Meyzenq, that phase is over. But here’s where it gets interesting: Salomon isn’t just surviving the post-gorpcore world; they’re thriving, with their XT-6 sneakers and other styles becoming fashion staples, propelling the brand past $1 billion in footwear sales last year. In the first nine months of 2025 alone, their footwear sales soared by over 30%, according to owner Amer Sports.
And this is the part most people miss: Salomon isn’t content with just dominating trail running. They’re leveraging their credibility in that niche to conquer bigger markets. Think the booming world of general running and the massive sportstyle sneaker market, which is roughly three times larger than running shoes, according to Circana.
Their next big move? A flagship Paris hub, a 1,500 square-meter space opening this week, complete with a showroom, event venue, and offices. This isn’t just about expanding internationally; it’s about attracting top design talent and solidifying their position as a lifestyle brand. They’re even planning to appoint their first creative director next year – a major step towards fashion legitimacy.
But here’s the controversial bit: Can a brand born in the mountains truly become a fashion powerhouse without losing its technical edge? Founded in 1947 as a skiing brand, Salomon became a trail running leader with nearly 20% market share. But their fashion crossover began in 2015 with collaborations with Parisian boutiques like The Broken Arm. Now, under Amer Sports’ ownership, they’re riding the wave of gorpcore’s legacy, with brands like Arc’teryx and Salomon benefiting from increased brand awareness.
However, relying solely on collaborations might not be enough. Is Salomon at risk of becoming just another trendy brand? Meyzenq acknowledges the need to actively create fashion demand, moving beyond logo-heavy designs like the XT-4 and XT-6 towards more streamlined options like the XT-Whisper. They’re also investing in in-house design capabilities to accelerate their sportstyle offerings.
The question remains: Can Salomon strike the perfect balance between technical performance and fashion appeal? While some worry that fashion collaborations dilute their mountain sports identity, analysts like Beth Goldstein from Circana argue that a strong lifestyle presence can actually enhance their performance credibility, creating a virtuous cycle.
Salomon’s strategy seems to be working. Their running business is experiencing renewed momentum, fueled by the growing popularity of ultra-marathons and their focus on the multi-surface running segment. They’re also pushing into the luxury wellness space with their high-end S/Lab range, catering to consumers willing to invest in premium performance.
So, what do you think? Can Salomon successfully navigate the tricky terrain between technical performance and fashion appeal? Will they become the next big lifestyle brand, or will they lose their core identity in the process? Let us know in the comments below!
