Salomon Advanced: The Sneaker Phenomenon Redefining Streetwear

Salomon, the French brand founded in 1947 by François Salomon in Annecy, has become the most sought-after sneaker among designers, artists, curators, and critics over the past five years. Its Advanced line challenges sportswear giants like Nike and Adidas, offering innovative design rooted in performance heritage. The brand passed from Adidas to Finnish conglomerate Amer Sports in 2005 for €485 million. The Advanced collection, only 2% of Salomon's footwear sales, releases just 25 models per season in limited quantities. The Spring/Summer 2020 campaign, art directed by Chris Glickman and photographed by Liam MacCrae, departs from traditional sneaker advertising. Salomon's success lies in merging street aesthetics with functional running shoe ethos, a strategy that capitalizes on the megatrend toward performance-oriented design without compromising its mountain sports DNA.