You can’t change the past (even though, let’s be real, sometimes we might’ve wanted to). What you can do though, is influence how things go down in the future. Salomon’s always been a brand that keeps its eye on what’s next, whether it be up-and-coming athletes or the most exciting new gear. With its Shaping New Futures campaign, the brand takes next-gen athletes who are changing the rules of what winter sports can be and shines a spotlight on them, both on the slopes and off.
At the heart of Shaping New Futures is the belief that what’s coming up for winter sports is not about following the same old trail, but carving new ones. Cole Richardson and Alisa Sidorova perfectly embody this philosophy. Both of them are athletes who defy the typical labels and expectations that come with the sport and bring their own creative twist.
For Cole, skiing is a form of artistic expression. Growing up in Salt Lake City, Utah, skiing was always in his blood, passed down through his family for generations. "I couldn’t imagine my life without winter sports," he says. All about exploring new dimensions of the sport, he pushes the boundaries of what’s possible, and has fun with it along the way. “I’m always trying to challenge myself in new ways,” he explains. And this drive for reinvention extends beyond the slopes. Cole works on his own creative projects, like his upcoming film and photography project ALTER in collaboration with Salomon, where he captures the emotions and challenges of the sport.
For Alisa, skiing is a way to connect with nature. Growing up in Russia, she learned early on that the sport is about understanding the mountains, adapting to the conditions, and finding yourself in the unpredictable nature of it all. “The combination of movement, decision-making, and joy,” is what truly inspires her about the sport. Her performance is as much about the experience as it is about the end result. “You’re constantly reminded that you’re never fully in control—there is something very playful about snow, it makes me feel like a child again,” she adds.
The Shaping New Futures campaign is equally about performance and personality. It's not just about how fast you can ski, but about who you are, what drives you, and how you bring that energy to the sport. And that’s exactly what these two athletes do, by using their platforms to shape the sport’s culture and inspire others to think differently. For Cole, this means constantly pushing himself to find new ways to express his love for skiing. “I’m inspired by so much more than just skiing, and I’m trying to find new ways to incorporate those interests and inspirations into my career,” he says. Alisa’s vision of the sport is just as driven. She’s not just looking to get better at skiing, but to embrace the entire culture of the sport, to bring a deeper awareness of the mountains and the responsibility that comes with it. “I hope the culture evolves toward more awareness, especially around safety, the environment, and long-term respect for the mountains,” she says. For her, it’s not about doing something just because it looks cool, but because it’s rooted in competence and knowledge.
For Salomon it’s all about culture, community, and breaking the rules, whiles, of course, performing your best. Its gear supports this mindset. For Cole, the QST Blank skis are the perfect fit, giving him the freedom to get creative on every run while being dependable in any condition. Alisa, on the other hand, loves gear that’s lightweight and breathable, so she can stay focused on the slopes.
Both athletes embody the Shaping New Futures ethos in different ways, but equally inspiring. "Winter sports should be for everyone," Cole states, with a vision to make skiing more affordable and approachable for a broader audience. It’s that kind of mindset that makes athletes like Cole and Alisa such powerful forces in reshaping the sport.
As it all continues to unfold, it’s clear that the future of the sport is in good hands. Salomon’s support of these athletes reflects its commitment to shape the culture around the sport and create a new narrative that’s as innovative, and inspiring as the athletes who lead the way.
Find out more about Salomon's Shaping New Futures here.
