These are interesting times for the outdoor and action sports industries. Gone are the days when consumers would solely identify with one particular activity over another. Instead, there’s a new generation of discerning, omnivorous consumers for whom the old categories no longer suffice.
It’s a trend we’ve long recognised, and certain progressive brands are adapting to the shift. Or in the case of our client adidas Outdoor, leading the way with a brand new creativity-focussed, urban-to-outdoor iteration. Trail run, mountain bike, climb or hike; the adidas TERREX and Five Ten brands cater for the diverse interests of this particular audience.
It’s an approach reflected in our wide-ranging brief. As well as advising on strategy, we’re working with the global team on a range of campaigns covering every aspect of the ACM offering, including content creation, influencer marketing, events, local market PR activations, product seeding and social media.