Just hours before the Opening Ceremony of the Milano Cortina 2026 Winter Olympic Games, Salomon presents a new and evolutionary expression of its identity: SHAPING NEW FUTURES: A Salomon Experience, created with the creative support of the culinary studio We Are Ona.

An invitation to look forward

In the heart of Milan’s design district, this experience isn’t just an event, but a true statement of intent. Looking to the future, it embodies Salomon’s global promise: SHAPING NEW FUTURES.

Created in collaboration with We Are Ona, founded by Luca Pronzato, the experience combines brand storytelling and sensory innovation. Athletes, journalists, content creators, and Olympic figures are involved in a journey that unites inspiration, meaning, and movement.
Culinary direction is entrusted to Chef Michele De Liguoro, helming Rovello 18, known for his refined contemporary reinterpretation of Milanese gastronomic tradition.

This event marks Salomon’s first official activation as Premium Partner of the Milan Cortina 2026 Olympic Winter Games.

A metaphor of direction and transformation

The experience takes shape in a futuristic dining installation: a sculptural mirrored ramp-table, a symbol of speed, momentum, and evolution.
Functional and iconic, it represents the boldest design project ever created by We Are Ona and becomes the fulcrum of the entire experience.

“Salomon is entering a new era… a brand driven by innovation, responsibility, and a desire to contribute to the future of sport and culture.”

Scott Mellin, Salomon Global Chief Brand Officer

Rooted in the French Alps, Salomon continues to push the boundaries of innovation and outdoor culture. Shaping New Futures represents a commitment to transforming products, practices, and perspectives over the long term.

During the Games, this promise takes shape in the Shapers in Motion narrative, a tribute to those who contribute to shaping sport today: athletes, volunteers, creators, and protagonists of the Olympic spirit.

Anne-Laure Nicod, Salomon’s Global Brand PR & Communication Director, adds:
“We want to arrive at the Games with a clear message. Shaping New Futures is the experience that turns our promise into reality, where innovation, culture, and community converge.“

A path between innovation and identity

An immersive space dedicated to the evolution of the brand

At the heart of the experience is a space that tells the story of the pillars of Salomon’s Olympic presence:

At the heart of the experience is a space that tells the story of the pillars of Salomon’s Olympic presence:…

Designed in the lab, refined in the wind tunnel, and tested by elite athletes, this shoe delivers uncompromising speed, aerodynamics, and precision.

• Gravel Running — A Revolution in Movement

Designed for mixed terrain and hybrid practices, this category represents freedom and versatility. Ideal for those who see running as exploration and self-expression.

• Sportstyle — From the mountains to the cities

The line that combines performance and outdoor culture. Salomon design icons reinvent themselves for global urban fashion, evolving from technical products to cultural symbols.

• S/LAB Equipe Collection — Extreme performance in winter sports

Designed for Nordic, Biathlon, Snowboarding and Alpine Skiing, it expresses maximum performance, characterised by the unmistakable Salomon competition blue.

• The Adaptive Project — Inclusive Innovation

Developed with Salomon’s para-team, it is a program that expands the possibilities of movement and competition through industrial design and accessibility.

• Olympic and Paralympic Uniforms — Concrete commitment to the Games

Salomon, as Premium Partner, created the official uniforms for volunteers and torchbearers: over 400,000 technical garments for more than 18,000 people, a project that combines innovation, performance, and a shared Olympic legacy.

“Inspired by Salomon’s vision, we have created a unique experience, where every detail reflects the brand’s values ​​and identity.”

Luca Pronzato, Founder of We Are Ona,

A moment that marks a new beginning

SHAPING NEW FUTURES: EXPERIENCE represents the first major expression of Salomon’s Olympic adventure: a celebration that shapes identity, performance, culture and vision.

This is how Salomon enters the Winter Olympics:
with innovation, with vision, with shapers in motion—those who shape the future.