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The challenge
For the launch of its XT-6 GORE-TEX collection, Salomon tasked SAUVAGE111® with amplifying the silhouette's transition from mountain trails to metropolitan streets across London and Paris. The challenge was threefold: penetrate the gorpcore-obsessed fashion capitals, reach a highly selective streetwear audience that values both authenticity and aesthetics.
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our solution
Urban Infiltration Through Hyperlocal Precision
We designed a wild posting strategy that mirrored the XT-6's own duality—technical precision meets raw urban energy. The approach was structured around three core pillars:
Neighborhood Cartography. We mapped the cultural epicenters where gorpcore thrives and streetwear culture dictates trends. In London: Shoreditch, Hackney, and Dalston—where underground fashion meets gallery openings. In Paris: Le Marais, Belleville, and Pigalle—neighborhoods where techwear intersects with high fashion. Each location was selected based on foot traffic patterns, demographic alignment, and cultural influence.
Aesthetic Integration Rather than traditional billboard placements, we deployed wild posting installations that felt native to each urban environment. Distressed posters on brick walls, layered over existing street art, creating the impression that the XT-6 had organically infiltrated the urban landscape. The visual treatment emphasized the shoe's technical features—GORE-TEX membrane, Contagrip® outsole, Quicklace system—rendered through a raw, almost brutalist aesthetic that resonated with both outdoor functionality and street credibility.
Cultural Amplification Beyond physical installations, we created a content ecosystem that documented the campaign's presence across both cities. Street photography capturing the XT-6 in situ, geo-tagged social content that drove discovery, and strategic seeding with local influencers already embedded in the gorpcore and techwear communities—from trail runners to fashion editors who pair the silhouette with tailored sets.
Real-world
results
180+ strategic wild posting sites secured across London and Paris
2.4M+ impressions among fashion-forward, streetwear-engaged audiences
34% engagement increase on Salomon's social channels in both markets during campaign period
Featured organically in street style roundups by Hypebeast, Highsnobiety, and local fashion publications
By embedding the XT-6 GORE-TEX into the urban fabric of London and Paris through hyperlocal wild posting, we helped Salomon transcend its trail-running origins and claim territory in the most competitive streetwear markets. The campaign didn't just advertise a product—it asserted the XT-6's place in contemporary street culture, proving that technical excellence and cultural cachet aren't mutually exclusi
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Salomon
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another one
Salomon
