Salomon sets its campaign in the surreal spaces of the fictional Whisper University, following Dina Ayada, a Belgian singer, as she defends her creative thesis—turning an academic moment into a powerful metaphor for the journey from introspection to expression. All of this is to introduce this year’s XT-Whisper: a path made of doubts and breakthroughs that perfectly mirrors how creativity and identity are built today, far from any linear trajectory.

After the relaunch of the archival silhouette in December 2024, this new chapter reaffirms the brand’s focus on craftsmanship and performance—without giving up a strong aesthetic component. The shoe retains the DNA of trail running, but reframes it as a tool for everyday expression, able to move effortlessly between the outdoors and the urban landscape.

Choosing Dina Ayada as the face of the XT-Whisper directly reflects the shoe’s own hybrid nature: an object born from the world of technical performance that today finds a new voice in the realm of personal expression. Like the XT-Whisper, Dina moves between different languages without feeling tied to just one, building her identity through layering, experimentation, and a conscious refusal of convention.

Her artistic practice—poised between introspection and stage presence—echoes the sneaker’s balance, bringing together functionality and a fashion-forward attitude without forcing it. In that sense, Dina doesn’t interpret the shoe: she inhabits it. She becomes the symbol of a generation that uses product not as status, but as an extension of its creative path—turning the XT-Whisper into a quiet yet powerful vehicle for self-affirmation.

Choosing Dina Ayada as the protagonist is no coincidence: her presence marks a specific cultural moment in which individuality is celebrated and conventions are questioned. The XT-Whisper becomes more than a product—transforming into an invitation for a new generation that rejects rigid labels and claims the right to express itself without filters.