Salomon is teaming up with Colombian singer Feid, marking the sports lifestyle brand’s largest talent partnership to date, as well as its first with a Latin artist.
As Solomon’s new global ambassador, Feid will integrate the partnership into his upcoming 2024 tour, which kicks off in April. The partnership will feature content series, including imagery and videos, as well as product collaborations, content creation and new opportunities for concertgoers 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 North America vice president of marketing Jenny Taylor told FN. “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.”
With this announcement, Feid is now Salomon’s first Americas Sportstyle ambassador.
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“Feid is relatable and inspiring to millions of people around the world through his music and fashion, balanced with a love of the outdoors,” Taylor said. “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.”
The content series announcing the partnership features Feid wearing some of his favorite Salomon pieces. The imagery and videos showcase Feid’s personal collection of Salomon gear.
Feid was named one of the top 10 most-streamed global artists, according to Spotify, with more than 17.6 billion streams of chart-topping hits such as “Perro Negro” with Bad Bunny and “Luna.”
Fans of Feid can shop his curated Salomon product picks via Salomon.com/Feid.
Additional reporting provided by Peter Verry.
