With openings worldwide, campaigns that blend its alpine roots with urban ambitions, and expansion into new distribution channels, Salomon has achieved undeniable visibility. Since its parent’s IPO in early 2024, the label has pursued an aggressive strategy to build brand awareness and drive activation.
Scott Mellin – Salomon
As global chief brand officer, Scott Mellin has played a key role in this strategy. Joining a year before parent company Amer Sports’ New York IPO, the former The North Face employee, passionate about innovation and marketing, announced on December 15 that he will leave the alpine label on April 1.
“These three years devoted to the brand’s vision have enabled Salomon to achieve remarkable progress,” Mellin said in his message, thanking his teams. “But what I am most proud of lies behind the vision itself: the strengthening of a culture of creativity, deeply rooted in Salomon’s DNA. Together, we have refined our design excellence, improved our communications, and elevated our visual storytelling to a level that stands out in the industry.”
Mellin noted in particular that the label has “doubled our brand awareness and tripled our innovation capital, thanks to a new standard of creative excellence,” and that Salomon now benefits from “a new and improved retailstorytelling concept for the monthly implementation of the master plan,” while management has succeeded in harmonising the global vision for the retail concept.
In the third quarter of 2025, the Performance Outdoor segment, which includes the Salomon brand, saw its sales jump 36% year on year to $724 million.
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