
Leading up to the reveal, the brand dropped a series of conceptual Instagram reels that captured their distinctly irreverent vibe. Tinged with retro-nostalgia and offbeat humor, the narrative centered around a custom, red-horned minivan – the physical embodiment of the “Habibi Express” – decked out with Salomon’s logo alongside Carpet Company’s recognizable star-shaped motif. This gradually culminated in the grand unveiling of the campaign visuals, showcasing a sneaker that heavily echoed the custom vehicle: a bold vermillion exterior topped with a warm gold iridescent shimmer, anchored by a black mesh base, and tied together with hits of blue, yellow and metallic silver across various sections of the shoe.