Adventure, sports, motor and reputation
Until 1999, Salomon was perceived as a brand linked only to snow in detriment of other business areas, which led the company to a significant seasonality of sales. To lead the category, we identified the brand with the outdoor and promoted a new line of mountain footwear through the Salomon X-Adventure, the first world circuit of adventure raids.
In addition to the organization of the circuits in Sierra de Guara, Picos de Europa and the Pyrenees, we created and executed a comprehensive communication plan that included relations with all the stakeholders, actions in the distribution channels, brand content, advertising and relational marketing. In just one year we equated the billing of the outdoor to the ski line.