adidas wanted to reinforce its image as an authentic brand in the highly contested outdoor industry, and build up its market position. As the image was intended to convey a much stronger performance-based character, adidas terrex was repositioned not only visually but also in terms of content.
adidas always aims to help athletes perform better. This is the philosophy through which adidas wanted to set itself apart from its competitors in the outdoor market, and position the terrex range as “the athletic brand in the outdoors”. Because adidas’ focus is always on top athletic performance. And terrex is the high performance range from adidas Outdoor - developed for extreme mountain athletes who not only strike out in new directions, but also complete unique missions to make visions come true.
The ambassadors for adidas terrex are athletes who have mastered various disciplines such as running, climbing, flying and cycling - and who don’t necessarily keep their feet firmly on the ground. The key word is “versatility”.
Modern outdoor athletes aren’t content to live with existing limits; they want to keep pushing the boundaries as far as they can. In doing so, they focus on combining different activities. For this purpose, their equipment needs to be as versatile and lightweight as possible, as well as functioning flawlessly even in the most extreme conditions.
The terrex Spring/Summer 15 campaign was characterized by a storyline which conveyed the new self-image of outdoor athletes: “It’s not just about the summit. It’s about your way up and down.” In addition, the newly developed terrex slogan “Live without limits” sums up the versatility and high performance character of the range in a nutshell.
The message of versatility and combined activities was communicated consistently across all key visuals. In doing so, the imagery had a high recognition factor: the athletes were not lost in the vast mountain landscape; on the contrary, they constantly took centre stage, conveying a sense of willpower and sheer determination.
The adidas terrex campaign was rolled out globally via all important channels, and linked cross-medially - from classic channels to targeted social media measures, events, and - naturally - at points of sale.
Appealing content, exciting stories about athletes and product information on adidas Outdoor could be found online on all relevant social media platforms. The high-quality content was supported most effectively by social media advertising on Facebook. As a result, the number of followers and likes on all channels increased significantly. Active users were involved long-term, and a functioning community was established.
The terrex “without limits” magalog
went directly to the hearts of the target
audience from many angles.
The adidas terrex “without limits” magalog - a combination of magazine and catalog - was newly designed. The magalog showcased innovations and new products via editorial content and athletic projects. It also offered exciting glimpses into the work of the adidas development departments. This many-sided publication was available in climbing centers, in outdoor stores, and at events - the favorite haunts, in other words, of the terrex target audience.
Various retail tools
A strategy was also drawn up for competitions and events, displays, product talkers, tech posters, shop windows, cheat sheets, and tech videos for retailers to boost sales.
advertisements, posters, catalog, POS material, events, videos, website, web banners, social media