adidas Terrex: Diversity in the Outdoors
— The Challenge —
Adidas Terrex are aware that people of colour in the UK feel excluded from the outdoors, so needed a credible partner who could explore the landscape, build a strategy for adidas role within it, and go on to execute that strategy.
— TCO Solution —
Adidas Terrex engaged The Outsiders Project, TCO’s media platform and consultancy, to develop a culture map of diversity in outdoor sports, building a picture of the existing communities and initiatives and building original insight and connections to key protagonists.
Based on our findings we built a bespoke D&I strategy to apply adidas unique and hard won heritage to a new outdoor culture, while championing access, representation and knowledge for key groups.
We activated our strategy through an ongoing brand advocacy campaign that supports community-led initiatives and delivered content using a new vernacular for the outdoors, one that is fun, experimental and explorative.
— AT A GLANCE —
Original research, culture and talent mapping project
Outdoor Diversity Strategy
3 x suites of brand advocacy content (film, stills and editorial) covering hike, climb and trail running
Activation on The Outsiders Project and Huck magazine as well as Terrex channels
Community Fund Management
Launch Activation at Kendal Mountain Festival
“THE OUTSIDERS PROJECT is supporting adidas Outdoors in their strategy to bring more diversity into their marketing, and find ways to support grass root groups who are making change.”
— Colour Collective riders are reclaiming the Peaks —
The mountain biking group discuss the importance of their recent ride-out – an event that saw them take to the Peak District trails in a bid to change the narrative surrounding the outdoors.
— Steppers UK are bringing music to the great outdoors —
Through her organisation Steppers UK, Cherelle Harding has created her own community: one that combines the sounds of the natural world with those of her favourite artists.
— Black Trail Runners are reclaiming the countryside —
The trope of the Black person in the English Landscape doesn’t exist. A collective of trail runners are collaborating with adidas Terrex to address the issue. The Outsiders Project is supporting adidas in their mission to support diversity in the outdoors. As part of this campaign our community fund is enabling Black Trail Runners to train new coaches and run taster sessions, as well as promoting their voice on The Outsiders Project, Huck and adidas channels.
New Voices - An Exploration into Inclusivity & Diversity in ‘Outdoor’at the Kendal Mountain Festival
To launch this partnership, we produced a panel discussion hosted by Keme Nzerem with panelists, Phil Young, founder of the Outsiders Project, Richard Leafe, Chief Exec at the Lake District National Park, Victoria Gosling OBE, Carmen Mcilveen, founder of Project One Climbing, and Jaimus Tailor, Designer and founder of Greater Goods.
