Two decades ago, Salomon quietly unleashed a shoe that would transcend its trail-blazing origins and become a cultural phenomenon. But here's where it gets controversial: was the ACS PRO simply a high-performance shoe, or did it ignite a movement that redefined sneaker culture? Fast forward to today, and Salomon is celebrating 20 years of the ACS PRO by shifting the focus from the shoe itself to the community it helped foster. This isn't just about a product; it's about the people, the stories, and the shared obsession that have kept the ACS PRO relevant for two decades.
Salomon's recent campaigns have taken a bold turn, moving away from traditional advertising and into the realm of authentic storytelling. This anniversary celebration continues that trend, exploring the idea that culture is built through repeated connections and shared experiences. And this is the part most people miss: it's not just about the shoe drops or the collaborations; it's about the community that forms around these moments, the people who return again and again to create something meaningful.
To capture this essence, Salomon partnered with London-based photographer TJ Sawyerr and musician Lord Apex, a figure deeply rooted in his community. The resulting campaign is a stunning portrait of Lord Apex and his inner circle, shot in locations that hold personal significance across Shepherd’s Bush. From Eastpoint Studios to Peckings Record Store and 3D Barbers, these aren't just backdrops—they're places where real life happens. The cast, including Yeisha Tashana, Joshua Ojehonmon, and others, weren’t just models; they were collaborators, friends, and family. This authenticity shines through in every image, a testament to the trust and camaraderie that define Lord Apex’s community.
“Community for me means cultivating a safe ecosystem for like-minded individuals,” Lord Apex reflects. “It’s about learning to express, share ideas, plant seeds, and keep a constant energy of being motivated by the people you built it with.” This philosophy shaped the entire shoot, creating a relaxed atmosphere that felt more like a reunion than a photo session. Working with TJ Sawyerr, Lord Apex noted, “From our first shoot, it was an honor to work with the young legend; he’s shown me nothing but genuine love and has been the same no matter the level.” This mutual respect translated into images that feel grounded, real, and deeply connected.
At the heart of this campaign, of course, is the ACS PRO itself. The 20-year anniversary edition pays homage to an unreleased 2005 prototype, a nod to the shoe’s experimental roots. But what’s truly remarkable is how the ACS PRO has evolved beyond performance design. It’s become a cultural icon, embraced by influential creatives and communities worldwide. Its legacy isn’t just about the shoe; it’s about consistently showing up in spaces where innovation and culture intersect.
Salomon isn’t stopping at imagery, though. To extend the anniversary celebration, they’ve created immersive activations in cities like Paris, New York, Tokyo, Mexico City, and Buenos Aires. Each city hides unique codes that unlock the chance to own the ACS PRO 20th Anniversary edition or other exclusive rewards. This scavenger hunt mirrors the behavior of dedicated collectors, turning the anniversary into a live, participatory event that celebrates exploration and community.
The ACS PRO 20 Year Anniversary Golden Archive is a collector’s dream. Priced at £200.00, this limited-edition release features a never-before-seen colorway, a transparent chassis, a carbon-textured cage, and a special logo. Each pair comes with a “sample” tag and a commemorative gold and black shoe bag, emphasizing its one-of-a-kind nature. Available globally from December 10th in Rich Old Gold, Silver Cloud, and Black, this release is a must-have for any sneaker enthusiast.
But here’s the question that’ll spark debate: Is the ACS PRO’s legacy about the shoe itself, or is it about the culture it helped build? As we celebrate 20 years of this iconic silhouette, we invite you to share your thoughts. Is it the design, the collaborations, or the community that makes the ACS PRO a legend? Let us know in the comments—we’re eager to hear your take!
