Tomorrow Is Yours

The campaign story and creative turn

Salomon’s September 2022 relaunch moved between city life and outdoor sport rather than choosing one setting. Tomorrow Is Yours joined a revised identity to an anthem film, developed with DDB Paris. The campaign connected performance heritage with a broader creative invitation. Later location and community expressions belong to that same platform.

Editorial interpretation: a future-facing platform can give a heritage brand permission to change without discarding its past. The challenge is to identify what remains stable beneath the new visual expression. An audience should understand the continuing competence as well as the expanded invitation. If the campaign only signals youth or novelty, existing customers may recognise the aesthetic change without understanding why the new direction belongs to the same brand.

Combining creative and sporting worlds can widen the range of people who see a possible connection. That breadth is valuable only if the invitation stays intelligible. A montage can gather many impressive scenes while leaving the viewer unsure what to do next. An adaptation should provide a modest, optional next step that does not require matching the skill, resources or risk tolerance of the people on screen.

The release states ambitions, not verified changes in audience composition, athletic performance or wellbeing. Its health and product-superiority language is not adopted as evidence here. The film also combines real sporting material with imagined actions, so it should not be read as a practical instruction. The case concerns making a wider invitation coherent with an established specialist identity without suggesting that participation requires dangerous novelty or exceptional physical ability.

Define continuity before changing the look

Write one sentence describing the competence that should remain recognisable after a rebrand. Then identify which parts of the expression can change freely. Test the new presentation with people familiar and unfamiliar with the fictional category. Ask what they think the organisation still does well. If both groups see only a different style, add a clearer connection between the new invitation and the existing purpose. The expanded invitation works only if a newcomer can still explain the competence that connects the old identity with the new.

Offer novelty without demanding escalation

Trying something different need not mean taking a larger risk or performing publicly. For a fictional creative club, the next step could be choosing an unfamiliar prompt on paper. Compare that invitation with one that celebrates pushing limits. Ask which feels accessible and voluntary. Prefer the version that supports curiosity without implying that cautious participation is inferior or that progress must be visibly dramatic.

Make the montage resolve into a decision

Every scene should contribute to a common proposition rather than simply demonstrating breadth. After a storyboard, provide one plain explanation of the offer and an optional way to learn more. Ask reviewers to describe the connection between the scenes and the next step. Remove imagery that attracts attention but creates contradictory expectations about what the brand offers or what the audience is being asked to undertake.

A small test for another brief

Proposed adaptation: create a paper identity and storyboard for a fictional drawing club expanding from one technique to several, while preserving its commitment to clear beginner explanations.

Measure whether reviewers recognise the continuing purpose, understand the broader invitation and identify a low-pressure next step. Compare a varied montage with a single explanatory scene using the same information. Ask whether novelty feels optional or compulsory. Keep the broader presentation only if it expands perceived relevance without obscuring the offer, implying guaranteed creative improvement or encouraging risky imitation. No real sport, public challenge or physical performance is part of this test.

Stop if the invitation equates progress with risk, treats imagined actions as instructions or loses the underlying specialist promise.

• Use a fictional drawing club.
• Show original static storyboards only.
• Offer no sport, risk-taking or live public challenge.