In the next chapter of this campaign, we used influencers for the first time to tell its story
adidas TERREX’s focus for SS23 was its hiking shoes, and so we were tasked with launching two hero franchises within the season: the latest iteration of the Free Hiker 2, and the WMN shoe; adidas TERREX’s first shoe to be designed specifically for the female foot.
adidas TERREX had ambitious growth plans, but despite being one of the world’s biggest outdoor brands by revenue, it still had a long way to go until outdoor consumers perceived it as being on a par with its direct competitors.
Our primary research through focus groups and quantitative surveys found that many hikers were unaware that adidas TERREX even existed or had products within the category and that fellow hikers were the main source of product recommendations, above brands themselves
We needed to create a global campaign around two franchises that both raised awareness at a global level and supported the local markets with their sales objectives.
We created a hero film which celebrated the journey of hiking influencer, Arielle Shipe, as she revisited the Pacific Crest Trail for the second time whilst preparing for life as a new mother. The Free Hiker 2 film is supported globally by an influencer campaign to drive authentic representation of outdoor sport in different regions of the world. We also launched a competition to allow hikers the chance to win a trip to hike part of the Pacific Crest Trail.
We worked with 12 influencers and partners across 5 markets; Chile, Korea, the UK, North America and Germany, to produce content for adidas’ and their own channels, celebrating world famous routes in their native countries and the Free Hiker 2 shoes. The influencers combined audience following of over 1 million ensured the adidas TERREX messaging travelled beyond adidas TERREX owned channels and audience.