I led online concepts for expanding the launch of Salomon’s newest trail running shoe, XT Wings, in the US market.

 

Designed for serious trail runners, the shoe achieves a perfect combination of opposing ideas - cushioning and agility - allowing runners to conquer some of the world’s most amazing trails and go virtually anywhere. My ideas brought this home with interactive games, contests and promotions emphasizing just how far XT wings could take you,  and tapping into the unique psychology of our target.

 

This online experience allows runners to play with the idea of the shoes’ agile chassis system themselves, putting together unique combinations and seeing inside the mechanics of animals with amazing abilities and how they use similar contrasting forces to achieve agility, balance and support.