Salomon enrolled Dina Ayada in a surreal 'Whisper University' for the XT-Whisper

Introduce Salomon's next breakthrough silhouette by building a creative world around musician Dina Ayada that connects to her music and movement while staying true to Salomon's personality and edge.

A surreal 'university' where every gesture trips a chain reaction — chaos becomes rhythm, with the shoe as the catalyst that cracks reality open.

Inspired by the butterfly effect and set to an original Dina Ayada track, the film moves her from a reflective waiting room to a performance-heavy lecture hall where she presents a creative 'thesis' through movement and sound; the two spaces symbolise her artistic evolution, with each scene a glitch, a gesture, a freestyle moment. Photographer Sophie Jones and directors Fa & Fon shot the campaign.

Live since the end of January 2026, the campaign positions the XT-Whisper as a staple for a generation that resists traditional constraints; the article reports no performance figures.

To launch the XT-Whisper, Salomon and agency MOX teamed with Belgian-Moroccan musician Dina Ayada to explore what happens when offbeat design meets untamed energy. The brief was not to go louder but to lean into the unique design language that makes the silhouette stand apart.

The result is 'Whisper University', a surreal campus inspired by the butterfly effect. Dina moves from a reflective waiting room to a performance-heavy lecture hall, where she presents a creative 'thesis' through movement and sound; each scene becomes a chain reaction — a glitch, a gesture, a freestyle moment flips the space into something unexpected.

The two distinctive spaces symbolise the artist's evolution: from chaos comes rhythm, from small sparks come big echoes, and at the centre of it all sits the XT-Whisper as the catalyst that cracks reality open. An original track from Dina reinforces the shoe's raw, offbeat, slightly absurd identity.

Creative director Matt Bolton said the collaboration could never be a traditional campaign: instead of forcing a narrative onto her, the team built the whole piece around her energy and the way she creates. Dina said the shoe is about expression, 'a new generation that's not afraid to be loud in its own way'.

Casting an artist mid-rise and building the world from her own creative process kept the film authentic to both partners.

The university conceit turns a product launch into a narrative with rooms, a thesis and a transformation.

An original track makes the film shareable as music, not just advertising.

For a product named after quiet, don't shout — build the world around the artist's own chaos and let the shoe be the catalyst.

The campaign has been visible since the end of January 2026; no follow-up results are reported.