The benefits of spending time in the outdoors are no longer a secret, but then nor is the glaring lack of diversity that shows not everyone is currently experiencing them.
We’ve been passionate advocates for a more equitable outdoors for a long time now, working to recognise the issues at play and how we can support change in the right way.
It’s an ongoing lesson that proved invaluable when creating a social-first digital strategy and content rollout, along with a comprehensive global comms game plan, to introduce the inclusive message underpinning adidas TERREX’s United by Summits proposition.
Less a campaign, and more a progressive new brand ethos, United by Summits – and its accompanying launch films – is encouraging everyone to get out and explore their own summits by showcasing diverse, new perspectives. And conveying this message to a broad audience demanded a careful and authentic approach.
To help bring as many people into this story as possible, we designed a digital campaign to support the films and inspire conversation, selecting TERREX athletes and ambassadors to spark natural connections, and using our insights to amplify and optimise the narrative across social media.
With campaigns coming and going, marketing can often feel like a churn of ideas rather than work with lasting value. Our longstanding partnership with adidas TERREX continues to show there is another way.