Salomon introduces the next chapter of the XT-Whisper with the launch of the latest campaign, brought to life by artist, musician, and cultural voice Dina Ayada. Set inside the surreal halls of “Whisper University,” the campaign follows Dina as she defends her creative thesis, a metaphor for the often unpredictable journey from introspection to expression.
The XT-Whisper builds on Salomon’s storied XT design lineage. Following the relaunch of the archival silhouette in December 2024, the new XT-Whisper reflects Salomon’s commitment to self-expression and craftsmanship, staying true to the legacy of running performance without compromising function or style.
With Dina Ayada at the helm, the XT-Whisper campaign signals a fresh cultural moment that embraces individuality, challenges convention, and invites a new generation to express themselves without restraint.
The XT-Whisper will be available globally February 4th on Salomon.com, the brand’s boutiques, and select retailers.
Salomon XT-Whisper Dina Ayada
The campaign unfolds across two distinct spaces: the waiting room and the lecture room. Each serves as a symbolic stage of Dina’s artistic evolution. In the waiting room, she sits with the tension of ideas yet to be realized. An exclusive track by Dina powers the campaign’s visuals, adding a signature sonic layer to the XT-Whisper universe and reinforcing the shoe’s raw, offbeat, and slightly absurd identity.
