The Mountain Brand Comes to Marin

How Salomon is closing the gap between its Alpine roots and the future of trail running.

Seth LaReau

"The through line across all four moves is that Salomon is building toward a version of trail running it believes already exists and choosing every partner accordingly. In 2026, that’s not a monoculture of mountain athletes. It’s also the California carpet runner. The kid in West Virginia who loves trails. The trail runner who also runs road marathons. The superhero mom who also happens to be a badass athlete."

Read more from Sean’s article at his substack here: https://trailwaves.substack.com/p/the-mountain-brand-comes-to-marin?utm_campaign=email-half-post&r=3ixzu9&utm_source=substack&utm_medium=email

Trail running isn’t just alpine anymore, and brands are starting to catch up.

A recent piece by Seth LaReau highlights how Salomon is evolving beyond its European, mountain-focused roots and showing up in places like Marin, where trails - and runners - look very different. Instead of expecting consumers to adapt to the brand, Salomon is adapting to where the sport is today.

Trail running has expanded into a much broader, more accessible category, spanning everything from technical mountain terrain to everyday local trails. The brands that win won’t just lead at the elite level; they’ll connect across the full spectrum of runners.

Key Takeaways

• From niche to inclusive:

  • Salomon is expanding beyond elite alpine athletes to embrace a wider range of runners—across terrain, geography, and experience levels.

• Culture over pure marketing:

  • Rather than just sponsoring events, the brand is investing in community, storytelling, and authentic experiences within the sport.

• Strategic brand evolution:

  • Moves like athlete signings and grassroots race involvement show a coordinated effort to align with where trail running is headed—not just where it’s been.

• Trail running is broader than ever:

  • The sport now includes everything from rugged mountain racing to accessible, everyday trail running—and brands that recognize that will win.