Summary of Key Points
Salomon, originally a specialized brand focusing on mountain climbing equipment, has transformed from a "mountain brand" into a "modern outdoor sports brand" by shifting its product focus (from skiing to footwear and other soft goods), expanding into urban consumer markets, and optimizing its distribution strategies. Following Asics, it has become the second growth engine for the Amer Group. The company is rapidly expanding its store network in China and is just beginning to enter the U.S. market, aiming to compete with Hoka. Its goal is to become a global mainstream sports brand while maintaining its professional credentials.
I. Salomon's Transformation: From "Mountain-Exclusive" to "Urban-Wearable"
Previously, when people thought of Salomon, they associated it with hardcore mountain climbing equipment such as skis and hiking boots. Today, 60% of its products consist of outdoor running, hiking, and everyday wear clothing, while 40% are stylish sports items (like the XT-6 shoes). However, this doesn't mean it has abandoned its professional heritage—Salomon still sponsors outdoor events (for example, Courtney Dauwalter won four Hardrock 100 championships wearing Salomon shoes), and its winter gear is still available. The change lies in the emphasis it places on "soft goods" (footwear and apparel), which have become its main focus, now sold in urban stores. For instance, its new store on Fifth Avenue in New York combines professional and stylish products and offers treadmill fittings and a wall displaying the New York Marathon route, aiming to show city dwellers that the brand is suitable for both mountain climbing and everyday wear.
II. At the Group Level: Salomon as a New Growth Driver, Working Together with Asics
In Amer Group's second-quarter report, sales of Salomon's soft goods, Asics' products across all channels, and Wilson's tennis business each contributed more than 20% to growth. This indicates that Salomon is no longer just a supporting brand; it has become a core driver of the group's growth. The division of roles between the two brands is clear: Asics focuses on high-end, hardcore products with premium stores and higher average transaction values, while Salomon targets a "mass-market professional" segment with more accessible stores offering products suitable for everyday use (such as those suitable for work or shopping). Together, they benefit from the rise in outdoor activities and lifestyle trends—hardcore enthusiasts buy Asics, and those looking for both functionality and style choose Salomon.
III. Distribution Strategies
Salomon adopts different approaches in different markets:
- China Market: With just over 30 stores at the end of 2023, the number had increased to 315 by the second quarter of 2026, with another 45 planned for the year, aiming for a total of 400-500 stores. The stores are growing larger, and sales per square meter are high. Salomon also conducts local research and development tailored to Chinese consumers (e.g., clothing designed for Asian body types), particularly appealing to young women with its stylish sports offerings.
- U.S. Market: As the largest sports footwear market in the world, Salomon is still considered a "small player." It starts by opening high-profile flagship stores in key cities like New York and Los Angeles before gradually entering wholesale channels like Nordstrom and Foot Locker. The strategy focuses on making its products easily accessible to consumers while fostering repeat business.
IV. Competitive Pressure: Competing with Hoka
Salomon's main competitor in the U.S. is Hoka, which also started as an outdoor brand but later entered the everyday footwear market, generating annual revenue of $2.59 billion (compared to Salomon's $2 billion in 2025). Hoka has proven that a "mountain performance" brand can become mainstream, but Salomon aims to avoid becoming a pure fashion brand. Its Creative Director emphasizes creating a "modern outdoor sports brand" that retains technical features (such as grip and waterproofing) while being stylish. For example, the GRVL gravel running line is designed to appeal to both professionals and casual consumers in the U.S. market without losing its unique identity.
V. The Role of Asics' "Brand Direct" Management Model
After acquiring Amer Sports in 2019, Asics implemented a "brand-direct" approach, giving each brand (Asics, Salomon, Wilson) more control over strategy and the value chain. This has led to significant changes for Salomon:
- Product Focus: The proportion of soft goods increased from 54% in 2022 to 71% in 2025.
- Distribution Shift: The company shifted from a wholesale-dominated model (80% in 2023) to a direct-to-consumer (DTC) model (55% now).
- Management Change: Salomon hired a CEO with expertise in products and soft goods and a designer from MM6 to unify the brand's visual identity.
In summary, Asics has used its capital, retail capabilities, and time to transform Salomon from a niche professional brand into a global mainstream player.
Conclusion
Salomon's transformation represents an attempt to combine professionalism with mass appeal. By focusing on both mountain climbing technology and urbanwear, the brand has successfully entered the Chinese market and is just beginning to make inroads in the U.S. Whether it can become the next Hoka—or even surpass it—depends on its ability to maintain its unique "modern outdoor" identity while expanding its product range. This move is a crucial step for the Amer Group in proving its ability to create another growth engine.