For an outdoor brand rooted in high-performance technical gear for alpine sports like skiing and mountain running and heavily marketed to men, making women feel welcome isn’t an easy task. But at Salomon, VP of marketing Jenny Taylor and her team are determined to change that.
“We wanted to really over index and be deliberate,” says Taylor. “And it’s been working.” The brand’s WMN Campaign, which seeks to help break down harmful stereotypes and clichés that active women face in order to foster a more inclusive space, is the latest step. Based on outreach and engagement data, it’s the brands most successful campaign to date, says Taylor. “It’s a perfect example of the responsibility we felt. Hey, we’re saying we want to sell more product to women. But what are we doing to earn their business?”
Taylor is committed to ensuring that these changes are sustained, “not just what was cool in 2020.” The company has announced new trail running criteria for events they sponsor: all races must be Trail Sisters–approved with an equal gender ratio, volunteers and race directors go through DEI training, and free childcare is provided. Women’s-specific hydration packs coming out this year will run from double XS to double XL. “I want to make sure people know it’s for them,” she says. “It’s for everyone.”
This profile was first published in the Winter 2021 print issue of Women’s Running as part of “Women Who Lead: Power Women of 2021” which celebrates 25 women who are reshaping the running industry for the better. You can see the full list of honorees here.