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
We reframed “exploration” for a digital-first world—bridging passion and preparation through tech innovation. 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
Selected Works
Ambitious brand vision?
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© Alexandre MEYER 2025
Shaping What's Next