With its latest campaign, Salomon opens the next chapter of the XT-Whisper. Brought to life by artist and musician Dina Ayada, the story unfolds in the surreal halls of “Whisper University,” where Dina defends her creative thesis.

It’s a metaphor for the often unpredictable journey from introspection to expression.

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Dina Ayada is a Belgium-based singer, rapper, and songwriter with Moroccan roots, whose globally influenced hip-hop and pop sound has quickly drawn international attention.

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In 2022, her freestyle “Miles Away” went viral, prompting her to leave law school and pursue music full-time. Her unconventional path reflects the campaign’s spirit: embracing unpredictability, reinvention, and a clear, self-directed attitude.

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The campaign unfolds across two distinct spaces: the waiting room and the auditorium. Each represents a different phase of Dina’s artistic development. In the waiting room, she lingers with ideas that have yet to take shape.

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In the auditorium, she turns those ideas into action, performing her thesis through sound and movement. Throughout this cinematic journey, creativity sharpens into a voice of its own—an uncompromising statement of self-expression that mirrors the silhouette’s ethos: “Style Whispers. Personality Echoes.”

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An exclusive track by Dina powers the campaign’s visuals, giving the XT-Whisper world its own sonic layer. It further underscores the model’s raw, idiosyncratic, and slightly absurd identity.

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"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.

As someone who grew up between cultures and learned to embrace every part of my identity, that message resonates with me. means a lot.

My audience are my stars and I want them to feel seen, empowered and inspired through this collaboration,” Ayada said about the collaboration.

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The XT-Whisper builds on Salomon’s long-standing XT design DNA and stays true to performance-rooted running aesthetics, without compromising function or style.

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The Salomon XT-Whisper will be released on February 1 and will be available at selected retailers.

Salomon is available at the following stores: 43einhalb, AFEW Store, Asphaltgold, HHV, JNS, Orange Jungle and SUPPA.

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Photos via Salomon