Boosting Brand Awareness and Sales for adidas TERREX's Hiking Shoes
Applicable Industries
- Consumer Goods
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Outdoor Environmental Monitoring
About The Customer
The customer in this case study is adidas TERREX, a division of adidas that focuses on outdoor sports gear. Despite being one of the world's largest outdoor brands by revenue, adidas TERREX was struggling with brand awareness and perception among outdoor consumers. The brand had ambitious growth plans and was looking to launch two hero franchises within the season: the latest iteration of the Free Hiker 2, and the WMN shoe, adidas TERREX's first shoe designed specifically for the female foot. The brand's target audience included hikers and outdoor enthusiasts worldwide, with a particular focus on markets in Chile, Korea, the UK, North America, and Germany.
The Challenge
adidas TERREX, one of the world's largest outdoor brands by revenue, was facing a significant challenge in raising awareness about its hiking shoes, particularly the latest iteration of the Free Hiker 2 and the WMN shoe, the brand's first shoe designed specifically for the female foot. Despite its ambitious growth plans, the brand was struggling to be perceived on par with its direct competitors in the outdoor market. Primary research through focus groups and quantitative surveys revealed that many hikers were unaware of adidas TERREX's existence or its product offerings in the category. Furthermore, it was found that fellow hikers were the main source of product recommendations, rather than the brands themselves. The challenge was to create a global campaign around these two franchises that not only raised global awareness but also supported local markets in achieving their sales objectives.
The Solution
To address this challenge, a global campaign was launched that centered around a hero film featuring hiking influencer, Arielle Shipe. The film celebrated her journey as she revisited the Pacific Crest Trail for the second time while preparing for life as a new mother. This film was supported globally by an influencer campaign aimed at driving authentic representation of outdoor sport in different regions of the world. Additionally, a competition was launched to give hikers the chance to win a trip to hike part of the Pacific Crest Trail. The campaign also involved collaboration with 12 influencers and partners across five markets - Chile, Korea, the UK, North America, and Germany. These influencers produced content for adidas' and their own channels, celebrating world-famous routes in their native countries and the Free Hiker 2 shoes.
Operational Impact
Quantitative Benefit
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