The collaboration between Salomon and Sandy Liang brought together performance and femininity in a way that felt both unexpected and natural.

I led the local execution, translating the global campaign into a moment that resonated within the market, balancing technical credibility with a distinct visual identity.

This spanned KOL strategy and gifting, PR and social, in-store activation, and brand partnerships. Each element shaped to feel cohesive rather than campaign-driven.

The focus was on creating something culturally relevant and considered, bridging two worlds without diluting either.