Salomon pushes creative boundaries with the launch of its latest XT-Whisper campaign, starring Belgian-Moroccan artist Dina Ayada. Set inside the surreal “Whisper University,” the campaign follows Ayada as she defends her creative thesis, a cinematic metaphor for the unpredictable path from introspection to expression.
SNEAKERS
Ayada, a singer, rapper, and songwriter, has become a rising international voice in music. Her viral 2022 freestyle “Miles Away” prompted her to leave law school and fully commit to her artistry. This unconventional journey mirrors the XT-Whisper ethos, capturing the unpredictability and reinvention inherent in authentic self-expression.
The campaign unfolds across two symbolic spaces: the waiting room and the lecture room. In the waiting room, Ayada embodies the tension of ideas yet to be realized. In the lecture room, she transforms those ideas into action, performing her thesis through sound and movement. This cinematic narrative aligns with the silhouette’s philosophy: style whispers, personality echoes. An exclusive track by Ayada underscores the campaign, adding a signature sonic layer that reinforces the XT-Whisper’s raw, offbeat, and slightly absurd character.
“Working with Salomon feels natural to me. We both believe in pushing limits, trusting your voice, and showing up exactly as you are. The XT-Whisper is all about expression and that’s what my music is too. I love wearing the brand, the shoes, but I also love what it represents, a new generation that’s not afraid to be loud in its own way,” Ayada said. “As someone who grew up between cultures and learned to embrace every part of my identity, that message resonates with me. My audience are my stars, and I want them to feel seen, empowered, and inspired through this collaboration.”
The XT-Whisper builds on Salomon’s XT lineage, combining archival design with contemporary flair. Following the silhouette’s relaunch in December 2024, the new iteration maintains running performance while reinforcing self-expression and thoughtful craftsmanship.
The XT-Whisper launches February 4, available on Salomon.com, at brand boutiques, and select retailers.
