Mountain sports and performance gear brand Salomon has unveiled its new ‘INVENTED/ReINVENTED’ campaign featuring Royel Maddell and Otis Pavlovic of ARIA-nominated Australian indie pop duo, Royel Otis.
The new campaign features Royel Otis wearing the XT-6 captured on location during their recent Meet Me in The Car tour in Perth. It will roll out across outdoor and social media, with free community events planned in the coming days.
Salomon’s INVENTED/ReINVENTED campaign launches off the back of the brand’s recently announced partnership with Beyond the Valley (BTV) festival. As an Official Partner of BTV, Salomon will host a series of run clubs in the lead up to and during the festival for gravel runners and festival-goers, to bring people together and introduce a whole new crowd to the Salomon universe, no matter their experience.
“For us, inspiration comes from constantly exploring – new spaces, new ideas, and the people that shape culture. By bringing more in-person experiences to life, we’re giving people a new way to step into the Salomon universe. It’s not just about a transaction; it’s about creating moments that spark connection and feel genuinely meaningful and exciting for our community,” Briony Kent, head of marketing Salomon Australia and New Zealand said.
The December campaign underscores Salomon’s opening of four new concept stores in Australia over the past year: Burnside Village (November), Chatswood Chase (October), and flagship locations at The Galeries Sydney (August) and Emporium Melbourne (July), alongside the brand’s first DFO store at South Wharf, Melbourne (October).
Salomon opened its first Australian store at Chadstone in November 2024, and further store openings are planned across Australia in 2026.
“Our Australian stores are more than retail spaces – they’re destinations to discover, learn and connect with the world of Salomon and a wonderful opportunity to share our passion for the mountain sports lifestyle with our growing community of Australian customers,” Graeme Moore, head of Salomon Australia and New Zealand said.
“As a 77-year-old brand born in a small workshop in Annecy in the French Alps, seeing our store network grow across Australia represents an exciting new chapter and allows us to share our passion for the outdoors with even more people in a way that feels immersive, welcoming and uniquely Salomon,” Moore added.
