Why Salomon Is Going All In on All-Terrain Endurance

Salomon has long been synonymous with trail and mountain sports, but the brand’s ambitions in endurance are getting much bigger.

Erin Cooper, Director of Marketing for Performance and Sportstyle at Salomon North America, joins Jon for a conversation about the brand’s evolution and what it means to build for the increasingly multidimensional athlete.

They dig into Salomon’s new five-year partnership with Ironman, the growth of gravel running, why the brand is expanding into road and triathlon without backing away from trail, and how athletes influence everything from product development to where Salomon invests next.

Erin also shares why run specialty remains such an important part of the equation, how a global brand adapts its strategy for different markets, what responsible brand presence should look like at events like UTMB and Kona, and why the old playbook for reaching runners may no longer apply.

Plus, Jon asks the question everyone wants answered: what’s next for Salomon at UTMB?

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