700k+
total reach
30k+
total engagements
1.4%
click-through rate
The Challenge
Many hikers didn’t know adidas TERREX even made outdoor gear. And those who did saw a category that felt exclusive and out of touch. To earn relevance, TERREX had to reframe the outdoors as a place where everyone belonged—and prove it could speak the language of real hikers.
The Approach
adidas TERREX and Iris Strategy uncovered a bigger insight: fellow outdoor lovers—not brands—are the ones shaping opinions. So they set out to meet hikers where they are: Nature.
Year 1 launched United By Summits a campaign championing an inclusive vision of the outdoors across all six outdoor activities, from hiking to snow sports.
Year 2 followed 12 outdoor influencers across five global markets—bringing new faces and new stories to the forefront.
Year 3 turned community into co-creation. Summit Drops challenged hikers to race for hidden Free Hiker pairs, revealed through What3Words coordinates on Instagram. With Participation in every footstep, people were stepping out into nature with TERREX front-of-mind.
