Salomon Reconnects with Winter Sports Heritage at Milan Cortina Olympics

French brand Salomon is leveraging its role in the Milan Cortina Winter Olympics to reconnect with its winter sports heritage. As the only sports brand signed as a premium partner, Salomon aims to boost global visibility and brand awareness, focusing on a strategic push into sneakers and apparel.

French sports brand Salomon is banking on its involvement in the Milan Cortina Winter Olympics to reinforce its connection to winter sports. The brand's Global Chief Brand Officer, Scott Mellin, emphasized the importance of this move following its expansion into fashion-oriented products.

Salomon stands as the exclusive sports brand partnering with the Games, marking a significant opportunity to enhance its global presence. 'The driver is brand awareness,' Mellin stated, noting that the Olympics provide a unique global media platform that reaches every market worldwide.

As part of its Olympic role, Salomon will outfit over 18,000 volunteers, staff, and torchbearers. Despite facing industry challenges, Salomon has seen sales growth, aided by strategic social media efforts. It continues to evolve from its roots in mountain sports towards a broader focus on fashion and sneakers.

(With inputs from agencies.)