Designing immersive tech experiences that open up the outdoors.
Crafted future-facing outdoor experiences amplifying emotional connection and audience impact across the full journey.
Experience Platforms
Connected touchpoints spanning planning, exploration, and training.
Audience Expansion
Extended Terrex beyond elite athletes to beginners and casual explorers.
Brand Ecosystem
Positioned Terrex as a digital enabler of outdoor passion, not just an outfitter.
Adidas Terrex sought to expand its audience beyond elite athletes 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.
Passion, Preparation & Tech
Reframed exploration for a digital world fusing passion, preparation, and technology into three connected experience platforms. Every touchpoint was designed to drive ROI (Return On Interest) and scalability, fuelling brand engagement whether users were on the couch or a cliff face.
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 travellers 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.
From Outfitter to Experience Architect
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.
- Client
- Adidas Terrex
- Agency
- SomewherElse
- Year
- 2017
- Role
- Strategist
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
© Alexandre Meyer
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© Alexandre MEYER
Brand & Creative Strategy