Salomon loses in trail running: withdrawal from France, focus on China!

Salomon loses in trail running: withdrawal from France, focus on China!

Salomon, the once dominant brand in trail running, has lost its top position in France. The French market is now led by Hoka, who have come out on top in both advertising and wins at the prestigious UTMB (Ultra-Trail du Mont-Blanc). How u-trail.com reports, Salomon has not only had to relinquish its role as the event's main partner, but has also struggled with a decline in visibility and numerous departures, including prominent athletes such as Kilian Jornet and François D'Haene. The competition never sleeps, and new talent often wears brands like New Balance, which puts additional pressure on Salomon.

The brand's image has been tarnished in France, not least because of recent doping incidents. These scandals have led to Salomon being increasingly seen as tech-savvy but appealing to younger audiences. Many in the scene are wondering how to escape this downward spiral. One approach Salomon is taking is to turn more to the Chinese market.

Strategy shift to China

Salomon has been investing in the Chinese trail running market for more than a decade and is now committed to talent development and training camps to build a vibrant local trail community. The brand won all main categories at the TsaiGu Trail 2025, which is seen as a sign of its increasing presence. The “Lighthouse Initiative”, a program to support young athletes, has already celebrated some successes. Salomon has invested over 1 million yuan, equivalent to approximately 120,000 euros, in this initiative.

The ambitious goal is to transform China into an international center for trail running. It is hoped that the TsaiGu Trail will host international competitions such as the Golden Trail World Series in the future. However, there are also concerns that the negative aspects of European trail running, particularly the doping problem, could also find their way into China.

Doping in trail running

The doping problem is becoming more and more obvious, as the case of the Kenyan athlete Joyline Chepngeno shows. After her victory at Sierre-Zinal, she tested positive for the doping drug triamcinolone acetonide. The Athletics Integrity Unit made the incident public at the same time as news of Salomon's split from Chepngeno after her victory at the UTMB Finals was stripped and instead went to Chinese runner Yao Miao. Doping is increasingly seen as a way to escape financial pressure, particularly in low-income countries like Kenya where working conditions are disastrous.

How on trailrunningworld.net As can be read, trail running is attracting more and more people who dream of the tempting prizes, which in some competitions can amount to up to 13,000 euros. The situation appeals to the conscience of those responsible to initiate measures to prevent doping. Managers like Thomas Krejci are aware of the issue and conduct regular training to promote a clean trail running community.

Given these challenges, it quickly becomes clear that the trail running scene in both Europe and Asia is at a turning point - it remains to be seen how the dynamics will develop. The question is: Will Salomon turn things around with its new focus on China or will the company continue to come under pressure?