Salomon has announced that JISOO has joined the brand as its Global Ambassador, marking a new step in its ongoing expansion beyond traditional performance sportswear into a broader lifestyle and cultural space.
Best known as a member of BLACKPINK and a major force in global fashion, JISOO brings a level of mainstream influence that few ambassadors can match. For Salomon, the appointment signals a continued push towards lifestyle audiences who want technical products that fit seamlessly into everyday wardrobes.
The collaboration also highlights a wider shift across the sportswear industry. Brands once focused primarily on athletes are now building relationships with cultural figures who can connect with consumers through music, fashion and social media. As outdoor-inspired style continues to gain traction, that crossover has become an increasingly important part of brand strategy.
According to Salomon, the partnership is intended to be a long-term one rather than a single campaign. The brand says future creative projects and activations are already planned, suggesting this is just the beginning of JISOO’s role within the company.
