Experience Strategy — adidas TERREX × SomewherElse
Designing immersive tech experiences that open up the outdoors.
At a glance
Challenge
Expand TERREX beyond elite athletes making outdoor sports more accessible, inclusive and emotionally resonant for beginners and experts alike.
Approach
Reframe exploration for a digital world: fuse passion, preparation and technology into three connected experience platforms.
Impact
A visionary brand ecosystem that turned TERREX from outfitter into experience architect a digital enabler of outdoor passion.
Beyond elite athletes.
TERREX had the gear and the credibility. What it needed was a way in for everyone else.
adidas TERREX sought to engage both beginners and experts with meaningful experiences that drive relevance, utility and product consideration beyond performance gear.
Passion, preparation & tech.
Three connected experience platforms fuelling brand engagement whether users were on the couch or a cliff face.
Every touchpoint was designed to drive ROI (Return On Interest) and scalability, spanning planning, exploration and training.
Collaborative trip planning
An immersive 3D map where users co-plan adventures in real time, with smart tips, reminders and route tools. Think: Google Docs meets hiking trails.
Geolocated tip sharing
AR overlays of user- and expert-generated insights hyperlocal advice pinned to the landscape, from “best sunrise spot” to “watch for falling rocks.”
Train like a pro
Smart apparel powered by motion-tracking and athlete-guided coaching real-time performance tips through your gear.
Return On Interest
Utility-first experiences that earn attention rather than buy it engagement that scales.
"From outfitter to experience architect."
A connected ecosystem.
TERREX became more than a label — a digital enabler of outdoor passion, from immersive planning tools to wearable coaching.
The work paved the way for future collaborations with outdoor retailers, national parks and tech partners — positioning TERREX at the forefront of connected outdoor living.
ADIDAS TERREX
Designing immersive tech experiences that open up the outdoors.
Crafted future-facing outdoor experiences—amplifying emotional connection and audience impact across the full journey.
Challenge
Adidas Terrex sought to expand its audience beyond elite athletes by making outdoor sports more accessible, inclusive, and emotionally resonant.
The brand needed to engage both beginners and experts with meaningful experiences that drive relevance, utility, and product consideration—beyond performance gear.
Approach
Reframing exploration for a digital world—fusing passion, preparation, and tech into three connected experience platforms. Three connected experience platforms emerged:
- Collaborative Trip Planning: An immersive 3D map where users co-plan outdoor adventures in real time, enriched with smart tips, reminders, and route tools. Think: Google Docs meets hiking trails.
- Geolocated Tip Sharing: AR overlays of user- and expert-generated insights, allowing travelers to discover and pin hyperlocal advice—like “Best sunrise spot” or “Watch for falling rocks.”
- Train Like a Pro: Smart apparel powered by motion-tracking tech and athlete-guided coaching, giving real-time performance tips directly through your gear.
Every touchpoint was designed to drive ROI (Return On Interest) and scalability—fueling brand engagement whether users were on the couch or a cliff face.
Outcome
The result was a visionary brand ecosystem that turned Terrex into more than a label—it became a digital enabler of outdoor passion. From immersive planning tools to wearable coaching, we expanded the brand’s role from outfitter to experience architect.
This work paved the way for future collaborations with outdoor retailers, national parks, and tech partners, positioning Terrex at the forefront of connected outdoor living.
Agency: SomewherElse
Year: 2017
Role: Strategist