New York City runners got a new home base this week when Salomon opened its doors in the Flatiron district. And for us, we joined about 100 invite-only guests and packed into the store to celebrate what Salomon is calling a store opening, not a flagship, but a store opening. They were pretty adamant about this. Pretty amazing none-the-less.
Semantics aside, this was our experience.
Who Is Salomon?
Salomon as a brand has always been hard for us to nail down exactly who they are.
Unlike On which carries a reputation as running’s clean-cut, boy-next-door brand; or Bandit which sweats the identity of hardcore runner, Salomon has always been a mystery.
Walking in without knowing what to expect, the energy inside flipped our question almost immediately.
This was a room where people already knew each other. Hugs at the door, easy conversation, zero wallflowers standing around scanning for a familiar face. There was high energy, and genuine warmth, and it was notably diverse and inclusive rather than a clique-y fashion show.
If On is the “boy-next-door” brand, Salomon is the “relatable” brand.
Custom Tees, and Demo Shoes
Before the run, guests arrived around 7 a.m. and lined up to grab a custom t-shirt celebrating the store opening. It was cool. They were pressing shirts on site and you choose your own design of the Salomon Flatiron store, from a handful of monogram options (Flatiron lockups, the Salomon logo, and more). Just fill out a card with your name and number, and the crew got to work. Demand ran hot enough that shirts started running low toward the end, but by all accounts nearly everyone walked away with one, freshly bagged and ready.
Alongside that, a shoe demo station let runners test three or four Salomon models in a full range of sizes before hitting the pavement, making all the Nike and Adidas wearing attendees consider something new. It was a smart, low-friction way to get product on feet for anyone who hadn’t already bought in.
And the store was stacked with people to make it all run smoothly. The representation was impressive and smooth. They had photographers, and the store manager, then Yuri who was repping corporate and field marketing, plus a full bench of staff ready to help. Nobody was left looking for someone to ask a question.
The Run: Paced Right & Light
Before sending everyone off, both Yuri and the store manager addressed the group. One line stuck: this grand opening means nothing without everyone who showed up, and the ask wasn’t for one morning, it was to keep showing up. Noted.
The group run itself was again, thoughtful.
Instead of the all too common trap of an 8-minute-mile front group and a 10-minute-mile group that’s really closer to 9, Salomon built out pace groups ranging from a 9-minute mile up to 10:30/11 per mile. Y’all know New York City is not an easy place to get around much less lead a group of 100 runners as the mid-morning commute is in full swing. Yet, nobody got dropped, and nobody got lost. And then there was a walk group that rounded things out for anyone who wanted the community without the mileage.
The custom 4.5 mile route itself was reportedly mapped in the shape of an “S” for Salomon, which is an extra, playful detail. Whether or not it fully reads that way on Strava is another thing, but the thought counts!
After the Run Hang
Post-run, the energy didn’t fade. A DJ kept things moving, an açaí bowl station and coffee service gave people a reason to linger, and more shirt-and-monogram stations were set up for anyone who missed the first round. Maybe it was the 60-degree morning after a slew of rainy days before it, but people stuck around and it was nice. Friend or stranger, people wanted to connect. Something especially nice for us who are in the city to meet new people.
Our Thoughts
The through-line from Salomon’s team all morning was community first, retail second. The two are a flywheel and one leads to the other but there was no hard sell.
The idea is that given its location in the Flatiron district, this running store is only as good as the runners who fill it, and is meant to become a genuine home base for New York’s running scene, not just another storefront.
Between the pace groups built for real range, a staff-to-guest ratio that exceeded our expectations, and a brand clearly leaning into “diverse and inclusive over exclusive,” Salomon’s Flatiron opening highlighted that there is still room for another store, another run club, and another friend in the neighborhood.
Consider Salomon on the list of brands to keep a close eye on in New York. And if you’re in the area, stop by and say what’s up.
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