SITUATION: Reposition the “Salomon” brand from a “hike” perspective to a multisport brand and product offering. Continue female-led storytelling to inspire a female-specific audience and encourage engagement.

STRATEGY: Use athletes as storytellers. Social media, alongside weekly-released edits, will be the medium for communicating the multi-sport perspective.

TACTICS: Kalen Thorien is Salomon’s best storyteller. Follow Kalen on a 4 week adventure around the globe, visiting 3 key specific locations (North America, Europe, and Japan) alongside Salomon ambassadors. Kalen and ambassadors will discover the “playground” of each location, attempting different sports from SUPing, to e-biking, hiking, pack rafting, and paragliding. Followers will engage through Instagram stories highlighting the day’s adventures and sports, as well as daily static posts, daily LIVE updates from the field, and weekly LIVE sessions as well as trip edits from each location. Support key product sales through dedicated #Wanderer website that highlights specific activity-based silhouettes from each location.

EXAMPLE EDIT