Concept and design of the spring/summer 2015 WITHOUT LIMITS outdoor magazine as a major marketing tool for adidas Outdoor brand communication.
When it comes to spectacular athletic achievements and breath-taking pictures, nothing compares with outdoor sports. So a quality magazine was the perfect medium for conveying exciting stories of adidas athletes to the target group. Editorial content was cleverly combined with product information in this “magalog”, a mixture of magazine and catalog, and tailored to the target audience. The focus hereby was on “high performance” athletes, as this strengthened and reinforced adidas’ position as “the athletic brand in the outdoors”.
The “versatility” of the terrex USP in sports such as climbing, cycling, running, and paragliding was the common theme throughout the elaborately designed magazine. A mixture of opulent full-page pictures and exceptional stories inspired readers to continue browsing and reading. The magazine was available free of charge in climbing centers, outdoor stores, and at outdoor events such as adidas Rockstars or Sick Line-places, in other words, where it was guaranteed to reach the target group.
Content is King
Besides the concept and design, Stilbezirk was also responsible for the content of the magazine. Besides featuring “classic” outdoor stories, the aim was to portray the athletes from unusual angles. For example, we brought the professional Austrian climber Guido Unterwurzacher to our studio and included the entire contents of his van in our photo shoot. Because versatility plays an extremely important role in his life - not only does he climb professionally, but he also enjoys running, mountain biking, and paragliding. So he needs all-rounder equipment such as adidas terrex.
The makers of adidas terrex
Not only was it interesting to see which athletes use which adidas products; it was also fascinating to see how these products are developed, and how much expertise and research is channeled into the development phase. Hence we photographed and chatted to chief designer Tim Maud. In the interview, he talked about his visions for versatility and innovations in the outdoor sports world, and gave reader glimpses behind the scenes of adidas terrex.