With the launch of its latest campaign, Salomon opens the next chapter of the XT-Whisper. It is brought to life by artist and musician Dina Ayada.
Set in the surreal halls of “Whisper University,” the campaign follows Dina as she defends her creative thesis. The whole concept is designed as a metaphor for the often unpredictable journey from inner reflection to creative expression.
Dina Ayada is a Belgium-based singer, rapper, and songwriter with Moroccan roots whose globally influenced hip-hop and pop sound has quickly gained international attention.
In 2022, her freestyle “Miles Away” went viral, prompting her to drop out of law school to devote herself entirely to music. Her unconventional path reflects the spirit of the campaign. It embodies unpredictability, reinvention, and a clear, self-determined attitude.
The campaign unfolds in two distinct spaces: the waiting room and the lecture hall. Both capture different phases of Dina’s artistic development. In the waiting room, she lingers with ideas that have not yet taken shape.
In the lecture hall, she transforms these thoughts into action and performs her thesis through sound and movement. On this cinematic journey, creativity crystallizes into her own voice—an uncompromising statement of self-expression that also reflects the character of the silhouette: “Style Whispers. Personality Echoes.”
An exclusive track by Dina drives the visual world of the campaign and adds a unique sonic dimension to the world of the XT-Whisper. This further underscores the model’s raw, unconventional, and slightly absurd identity.
“Collaborating with Salomon feels completely natural to me. We both believe in pushing boundaries, trusting our own voices, and presenting ourselves exactly as we are.
The XT-Whisper is all about expression—just like my music. I love wearing the brand and the shoes, but I love just as much what they stand for: a new generation that isn’t afraid to be loud in its own way.
As someone who grew up between cultures and has learned to embrace all facets of my own identity, this message really resonates with me. My community is the most important thing to me, and I want them to feel seen, empowered, and inspired by this collaboration,” says Ayada about the partnership.
The XT-Whisper builds on Salomon’s long-standing XT design DNA. At the same time, the shoe remains true to its roots in performance-oriented running aesthetics without compromising on function or style.
The Salomon XT-Whisper launches on February 1 and will be available at select retailers.
You can find Salomon at the following stores: 43einhalb, AFEW-Store, Asphaltgold, HHV, JNS, Orange Jungle, and SUPPA.
Photos via Salomon
