Salomon strengthens its global strategy and decisively focuses on Latin America. The French brand has opened its first flagship store in the region, choosing Mexico City as a strategic hub for future development. The new space, named “Casa Salomon”, is located in the Roma Norte neighborhood, one of the most dynamic and creative districts of the Mexican capital. A deliberate choice to bring the brand closer to an urban community increasingly interested in running, outdoor sports, and an active lifestyle.
A concept between community and performance
More than just a retail store, Casa Salomon is designed as an experiential space. The goal is to create a meeting place for runners, trail runners, and mountain enthusiasts, where product and sports culture intertwine. The store reflects the brand’s increasingly clear positioning: to become a global reference point in the “modern mountain sport lifestyle”, combining technical performance and urban identity.
Growing global retail strategy
The opening in Mexico is a key piece in Salomon’s retail expansion strategy, which in recent years has focused on the direct-to-consumer channel and strengthening its presence in major international hubs. After developments in North America, Europe, and Asia, entering Latin America marks a further step towards a more widespread global coverage, with the aim of reaching new communities of runners and outdoor sports enthusiasts.
Also a signal for the running world
For the running world, and particularly for trail running, this is an important signal: Latin America is emerging as an increasingly significant market, both for the growth of events and for the expansion of technical brands. With Casa Salomon, the brand not only consolidates its commercial presence, but also invests in building a local sports culture, increasingly focused on performance, sharing, and experience.
