Adidas — Terrex Testers
Brief
Adidas has just launched a new Adidas Terrex in russia and needed to attract the attention of pro & amateur hikers to the brand. With Patagonia, North Face, Columbia, and Co. being well-established in the hiking community, it was not easy to do.
Insight
Hikers are a very specific kind of people who are excited about going 25+ km per day in rain, snow, heat, and wind with heavy bags on their backs. They are very pragmatic when it comes to their equipment because if it fails them in any way (say, shoes get wet), it means they'll suffer. That's why hikers only wear the gear which has already proved its effectiveness.
Strategy
Show hiking pros that Adidas Terrex wear will withstand the challenge of a hike.
Idea
To turn people into Adidas Terrex testers. We’ve asked hikers to tell us a story of the most difficult trek they have had - and the lucky ones may get free equipment from Terrex and tickets for a 7-day hike in the Caucasus Mountains to test the gear in real life. Major lifestyle media published articles about our project: The Village, Perito Burrito, and many more.
Results
We won the pitch, attracted 6 000 applications from all over the country, chose 3 hikers and 2 influencers, sent them to the promised hike, and got them to cover the trip to get the community talking about the brand.
Agency: Friends Moscow
Creative Director: Andrey Popov
My role: concept creation
