Adidas Terrex has launched its ‘United By Summits’ campaign with its ‘Summit of the Determined Dreamer’ film. Created by Iris Worldwide, the film aims to drive awareness around Adidas Terrex, and specifically its hero hiking shoe, the Free Hiker 2.
The short, docu-style film celebrates the journey of hiking influencer, Arielle Shipe, as she revisits the Pacific Crest Trail for the second time whilst preparing for life as a new mother. After completing the trail in 2022, she returns with Adidas Terrex and the Pacific Crest Trail Association to share a story of resilience and adventure that comes with long-distance hiking. The film documents her journey, as she reflects on her past experiences along the 2,650 mile trail, where she faced 22-hour hiking days and blistering heat along the LA Aqueduct. The film is running on Adidas Terrex’s Youtube and Instagram channels.
The Free Hiker 2 film is supported by a global influencer campaign to drive authentic representation of outdoor sport in different regions of the world. Primary research through focus groups and quantitative surveys found that fellow hikers were the main source of product recommendations, above brands themselves. To bring this to life, Adidas Terrex and Iris worked with 12 influencers and partners across five markets – Chile, Korea, the UK, North America and Germany – to produce content for Adidas and its own channels, celebrating world-famous routes in their native countries, and the Free Hiker 2 shoes.
The wider SS23 TERREX campaign also saw the launch of a competition to allow hikers the chance to win a trip to hike part of the Pacific Crest Trail, joining the Adidas Terrex United by Summits relay team in the 455-mile Oregon section of the trail. It’s also set to include a film to promote its women’s shoe, Adidas Terrex’s first hiking shoe designed specifically for the anatomy of the female foot, going live across Instagram later this month.