Key Takeaways:
- Salomon Canada’s The Setlist combines group runs and surprise live music events in 10 cities as part of its global gravel campaign.
- The brand is using community-led experiences, local artists, social storytelling and retail to reach urban active consumers authentically.
- Salomon says relevance, accessibility and real-world connection matter more than polished, overly dramatic marketing.
Salomon Canada has launched The Setlist, a 10-city run and live music series tied to the brand’s global gravel campaign, “For Off-Track Minds.” The series pairs group runs with live performances from local artists at non-traditional venues across the country, running through spring and summer 2026.
Virginie Murdison, senior marketing manager at Salomon, spoke with SESO about the thinking behind the campaign, how retail fits into the brand’s marketing approach, and what Salomon has learned about reaching active consumers in cities.
Tell us more about The Setlist. Why did you choose to make music a focus of your gravel campaign in Canada? What will each day look like for participants?
Virginie Murdison, senior marketing manager at Salomon: The Setlist is an experience/activation designed to locally amplify Salomon’s global gravel campaign, For Off-Track Minds. At its core, that is about movement and energy, connecting the outdoors to the city. This idea of road meets dirt and the space where city and nature intersect.
More people are getting into running, what it means to them is different. The Setlist is about creating moments that feel relevant to how people are engaging with running today — more social, more expressive, and more connected to local culture.
Using For Off-Track Minds as a starting point, we worked with Canadian-based agency Origin to build a cross-Canada tour spanning 10 cities. Each stop drops a single track, a route to run together, then flips into a live show with a local artist. In a nutshell, “catch your city, head off track, stay for the set.”
We put a lot of thought into working with artists who have deep roots in their local communities. Keeping those performances a surprise until people show up for the run is part of the magic and keeps the experience grounded and authentic.
Music is a common thread across sports. It gives people motivation, a form of expression, the ability to be more present. With running especially, music is already such a core part of the experience, so it made sense to bring it to life in a shared way.
How does The Setlist align with other marketing efforts in Canada?
Virginie Murdison, senior marketing manager at Salomon. Photo courtesy of Salomon.
Virginie Murdison: It ties closely into Salomon’s broader Gravel movement, which is about embracing more fluid, off-road ways of moving that fits into real life.
We see Gravel as a mindset as much as a product category, this notion that running doesn’t have to fit into a single definition or setting.
Salomon has identified gravel running as a key category for runners, allowing people to access and feel comfortable across varied terrain, from door to trailhead and everything in between. It’s a way for us to show how our products support people across all those moments, not just traditional performance settings.
From a marketing perspective, it creates a connective thread across our campaign ecosystem, linking gravel running experiences with ambassador storytelling, media amplification and retail execution.
How will the campaigns come to life on social media or other marketing channels?
Virginie Murdison: Social is a key way we tell stories and stay connected to our community. We’re focused on content that feels real and engaging: athletes, everyday runners, local artists and the energy surrounding events. We put a lot of attention into documenting lived experiences and extending their life through storytelling across social and other owned channels.
It’s part reflection on what’s happening on the ground and it also allows the community to recognize themselves or get inspired by the story.
Salomon has plans to open more stores in North America. How do they play a role in your gravel campaigns or other marketing campaigns?
Virginie Murdison: Retail plays a critical role. Our own stores and wholesale partners are essential and immersive in nature, they’re where consumers can touch and feel our product, learn and understand what’s right for them. Stores are also where community comes to life: hosting events, trying on products, gathering feedback, and connecting with staff who have hands-on experience.
We see retail as an extension of the brand experience, whether that’s through storytelling, trail moments or community activations.
What have you learned works well when it comes to marketing to active and outdoor consumers who live in cities?
Virginie Murdison: What resonates best is being inspirational but attainable, showing who the brand is, what the products are for, and how they fit into real life moments, while allowing for localized expression.
Relevance and authenticity, not aspiration that feels out of reach. We have a unique ability to reach both core outdoor and urban customers through our innovative product offerings, and our commitment to performance no matter the product. That’s essential to our approach, that we’re always thinking about innovation and performance in alignment with aesthetics.
Success is really about engagement, people showing up, connecting, and wanting to come back. It’s also about the stories that come out of it, both organically and through media. If it resonates with the community, that’s when we know it’s working.
What doesn’t work well?
Virginie Murdison: When it feels forced or disconnected from real experiences, people tune out quickly. Over-polished narratives or overly dramatic storytelling also don’t resonate, especially in places and communities that value humility and credibility.
Are there other innovative marketing campaigns Salomon is working on in North America worth highlighting?
Virginie Murdison: There is a lot coming this year, and we continue to work closely with the global teams on how these campaigns come to life in our market. Looking ahead, 2027 will be an important milestone for Salomon, as we celebrate 80 years of the brand. That gives us a unique opportunity to reflect on our heritage while also reinforcing where the brand is headed, blending performance credibility with cultural relevance.
