When Scott Mellin stepped into the role of Chief Marketing Officer at Salomon in late 2022, it marked a pivotal moment in the brand’s journey.
“I grew up in Colorado. I’m pretty sure Salomon was the first brand I ever recognized,” Mellin shared during an insightful interview at Cannes Lions. “Owning Salomon gear, whether it be bindings or gloves, was a badge of authenticity. It’s a brand with rich heritage that dates back to the 70s.”
The Evolution of a Brand Leader
Fast forward several decades, and Mellin now shapes Salomon’s global brand strategy from its stunning headquarters in Annecy, France. His eclectic career—from hard goods to high fashion—has instilled in him a forward-thinking approach to marketing: true differentiation begins with **product innovation**, not just flashy promotions.
“Product creation and brand creation work simultaneously. If you don’t start with the consumer, the story falls apart,” he emphasized, highlighting the *importance of consumer-centric strategies*.
Masters of Many Trades: From the Alps to Aspen
Mellin’s illustrious career reads like a *greatest hits* compilation of sports and luxury marketing roles. The journey began with ski brands like Marker and Nordica, then took him to Italy with Benetton. He later transitioned into advertising to tell compelling product stories more effectively. His agency famously launched Beatport, “the first legal seller of MP3s in the world,” before he returned to the client-side, helping Lamborghini launch the Urus SUV and reshape its brand perception.
However, it was at **The North Face** where he truly demonstrated the effectiveness of a product-led approach. Leading a complete revitalization of the technical outerwear and footwear categories, Mellin spearheaded the creation of a groundbreaking textile platform. Instead of simply improving existing materials like Gore-Tex, he aimed for **pure, innovative solutions**, helping to double the brand’s revenue from $1.5 billion to $3 billion within four years.
Salomon’s New Era: Putting Products First
With clearer vision and mission, Mellin joined Salomon to shift its identity from merely being a **brand for hardcore athletes** to one that also appeals to **style-conscious consumers**. “We’re not trying to speak to everyone,” he stated decisively. “We view our audience through ‘core’ and ‘achiever’ lenses—positioning ourselves as premium has allowed us to redefine our product offerings and pricing strategies.”
The brand’s footwear category is now the **cornerstone of its growth**, making up 88% of sales. “We’ve diversified our offerings—trail running, road running, and even launched the first-ever gravel running shoe,” he explained. Formerly elite trail shoes, like the XT-4, are now redesigned with fashion consumers in mind. “The kids in Paris, Shanghai, and LA want it because it’s *truly authentic*—it’s not just hype.”
To maintain this **cultural momentum**, Salomon utilizes a rapid development cycle that fuses technical advances with trendy collaborations, continually refreshing its signature models. Following an impressive trajectory—it took 75 years to reach $1 billion in annual revenue—Salomon is well on its way to doubling that landmark, thanks to its innovative approaches.
Holistic Brand Ownership
Unlike most brand leaders, Mellin takes an all-encompassing role that extends beyond marketing campaigns. He oversees **consumer insights, public relations, retail design**, and even influences product development by crafting the narrative behind each product. “I’m not the chief product officer, but I guide the product team,” he remarked, emphasizing a **co-creation loop** where story and product development are interconnected.
This cohesive strategy ensures that *all marketing efforts resonate*, creating a distinct value proposition that justifies the higher price tags. “There’s a reason why consumers are willing to pay five times more for a Salomon shoe than for generic alternatives—it’s all about *authenticity and brand culture*.”
Looking ahead, Mellin is preparing for a global showcase at the **2026 Winter Olympics** in Milan. “We’ll be outfitting 27,000 volunteers. It won’t just be a podium campaign; it’ll tell the story behind how the Olympics come to life,” he shared, hinting at the brand’s commitment to going beyond traditional marketing.
Key Takeaways in Leadership
For Mellin, there are two critical attributes for modern brand building: **curiosity and authenticity**. *“You need to be insatiably curious about everything—from consumers to design, language, and even AI,”* he advised. Additionally, he emphasizes the need to cultivate a culture where *innovation thrives, free from the shackles of fear and control*. “Too many companies stifle creativity. **To foster innovation**, you must de-risk failure,” he cautioned.
What Lies Ahead for Salomon?
When asked about his aspirations for the next decade, Mellin’s eyes sparkled with enthusiasm. “Hopefully still with my wife—38 years together! Perhaps in France, or Aspen, enjoying life on my bike, laughing,” he chuckled. “Someone even offered me a job in Japan… who knows?”
One thing he is certain about is Salomon’s future. “I believe we’ll rise to the top five shoe companies in the world,” he stated, unflinchingly. While this ambition may seem grand, with **product, place, price, and promotion** all aligned, it doesn’t seem impossible.
Suggested Newsletters for You
