Salomon is partnering with Colombian singer Feid in what is being marked as the sports lifestyle brand's most significant talent collaboration so far. This also signifies its inaugural partnership with a Latin artist.
As Solomon's latest global ambassador, Feid plans to incorporate this alliance into his forthcoming 2024 tour, set to begin in April.
This partnership brings a range of features such as a content series comprising images and videos and product collaborations. It also creates opportunities for content creation and new ways for concert attendees to engage.
"Feid is all about innovation and self-expression. His energy and optimism are contagious to those around him and through this partnership, we believe that Feid can help the brand reach a younger, more diverse audience. Salomon is well established in the high-end fashion space and deeply entrenched in the run and outdoor market. We see Feid as a credible connector that can merge these two worlds for more consumers to experience Salomon on their own terms."
- Jenny Taylor, Salomon North America vice president of marketing
Following this announcement, Feid has now become Salomon's inaugural Sportstyle ambassador for the Americas.
"Feid is relatable and inspiring to millions of people around the world through his music and fashion, balanced with a love of the outdoors. With a mission to get more people outside where they can discover the best version of themselves, Salomon wants to bring more people to the brand in a way that is authentic and exciting for this new audience. We are seeing increased participation from the Latinx community in outdoor activities and are committed to serving them. Feid is a genuine advocate of the brand and these outdoor experiences."
- Jenny Taylor
The content series publicizing the collaboration spotlight Feid donning a selection of his favored Salomon products. The accompanying images and videos provide a glimpse into Feid’s personal assortment of Salomon equipment.
As per Spotify, Feid has been recognized among the top 10 most-streamed global artists, boasting over 17.6 billion streams, which includes chartbusters like "Perro Negro" featuring Bad Bunny and "Luna".
Feid's fans can explore and purchase his handpicked Salomon products via the website Salomon.com/Feid.
