Travelling through Morocco in February 2023, London-based German photographer Thomas Lohr journeyed to the High Atlas mountains, visiting the village of Imlil – close to Toubkal, North Africa's highest peak. Typically Amazigh men, for whom hospitality and the connection with nature is paramount, Lohr observed the effortless, anachronistic style of the professional mountain guides leading the trek – wearing traditional garments with well-worn Salomon performance shoes.

Inspired by their approach and shared passion for the outdoors, Lohr invited French brand Salomon to return with him to Morocco, developing a visual story documenting guides Hussein, Abdelhamid, Mohamad W., Mohamad A. and Abdelaziz. Discovering how they adapted to the job, and learned to navigate this complex territory with ease, Lohr built a deep connection with the guides over their daily expeditions – kitted out with pieces from the Salomon ADVANCED collection. Itself similarly rooted in history, Salomon ADVANCED reflects decades of trial, discovery and transformation – incidentally bridging the gap between tradition and technical avant garde.

Fast forward to September 2023, a 6.8-magnitude earthquake shakes Morocco, forcing much of the Al Haouz region to rebuild. Close to its epicenter, and reliant on tourism, the quake cost many families in Imlil their livelihood, with guest houses, workshops, and restaurants severely damaged or floored by its force. As months pass, its hotels, trails and transportation are ready to welcome tourists again, reconstructed on global relief efforts, and the immense solidarity seen across Morocco. With ambitions to match Chamonix, and elevate Imlil as a destination for its awe-inspiring nature and adventure opportunities, the guides have returned to the High Atlas with new visitors, equipped with technically-innovative Salomon shoes that eliminate the limits of the ground they can tread.

As host of Ultra Trail Atlas Toubkal – North Africa's number one trail race – Atlas Quest launched an extensive initiative in the wake of the earthquake, supplying homes along the route with tents, sleeping mats and duvets. Support the project by donating at the links here: English site / French site