Summary

• French outdoor and sports apparel brand Salomon has officially announced JISOO as its newest global ambassador

• The partnership highlights Salomon’s continued expansion beyond pure performance gear, embracing lifestyle, fashion, and everyday style

• JISOO cited her South Korean upbringing close to the mountains and her appreciation for balancing functionality with style as key reasons for joining the brand

The intersection of outdoor performance and high fashion just gained a massive new co-sign. Annecy-based brand Salomon has officially unveiled global superstar BLACKPINK‘s JISOO as its newest brand ambassador. Moving beyond a traditional sportswear partnership, the collaboration aims to reflect Salomon’s rapidly evolving identity—one that seamlessly bridges its rugged mountain heritage with modern outdoor lifestyle and broader cultural conversations.

JISOO, recognized worldwide for her massive influence across music, fashion, and entertainment, naturally aligns with Salomon’s current trajectory. As the brand continues to be embraced by communities that are redefining everyday movement and streetwear, JISOO represents a generation that values total fluidity between functional sport and high fashion.

Reflecting on her personal connection to the brand, JISOO shared how her background naturally drew her to the outdoor lifestyle, “Growing up close to the mountains in South Korea, nature and the outdoors were a part of everyday life. Spending time outside continues to bring me a sense of freedom and grounding. What I value in Salomon is the balance between functionality, movement, and style. From the beginning, the partnership felt natural to me because it aligns with how I live and move in everyday life.”

Salomon’s Global VP of Product & Experience, Kristof Cavazzana, echoed this sentiment, emphasizing the strategic cultural alignment of the new signing. “JISOO represents a generation embracing openness, curiosity and fluidity between sport and fashion,” Cavazzana noted. “Her perspective and global influence resonate with how Salomon continues to evolve today, bringing mountain heritage, outdoor lifestyle and style into broader cultural conversations.”

While this initial announcement establishes the foundation of their shared values, it marks just the beginning of a broader, long-term relationship. Fans of both the artist and the outdoor brand can expect a series of upcoming creative projects and product collaborations to be revealed in the near future.