In 2018, we proposed a revolutionary shift in content creation, leading from a digital-first perspective. Collaborating with adidas Outdoor, we pioneered a new approach, reshaping production standards, creative concepts, and end-to-end processes for adidas outdoor campaigns.

MYSHELTER

A collection of urban jackets created with outdoor technology and expertise to provide the perfect blend of function and style, allowing you to feel dressed and protected at the same time. “Rooted in Outdoor, designed for the streets”.

Starting from this positioning insight we take a double-edged message to bring the outdoor lens into the urban landscape: Sow style and talk tech. We shaped a unique identity for the MYSHELTER franchise by infusing the traditional 'Adidas' tone with humor, resonating across the complete Adidas ecosystem, spanning both digital and physical platforms.

MYSHELTER PrimaLoft

The TERREX MYSHELTER PrimaLoft range bridges the gap between performance and sustainability. Created for hikes in fall and winter conditions, the jackets are innovatively designed to trap heat. The products are among the first jackets - anywhere - to feature PrimaLoft Insulation x Parley Ocean Plastic.

The global campaign featured Michaela Shiffrin, one of the best skiers in the world, and Ndyebo Mapekula (aka – Pax) - captain of the Cape Town adidas runners/Run for the Oceans team.

What unites Olympic medals, activism, and groundbreaking product design? All are driven by people who believe that impossible is nothing. People who see something never being done before as an opportunity, not an obstacle. Normal people. But people with drive, determination, and a goal. These people are the change makers. They believe and then they do.

Escape the noise

We launched Freehiker's new silhouette creating a series of stories around the lives of busy people with hectic jobs who need to escape the city to reset as the key benefit of outdoor sport and the state of mind you only can find in nature.

For the new season we focused more on what you gain when you head into the great outdoors. To do that we’ll be injecting a little more of our rebellious optimist mindset into the tone and storytelling.

Freehiker X Parley

To introduce the innovative TERREX Parley Freehiker, we're crafting a narrative that underscores its role as the eco-conscious preference for urban creators seeking an escape from the chaos. We're seamlessly weaving the elements of land and sea into the tale of the Free Hiker Parley. The storyteller we've selected is Keith Ladzinski, who embodies the mindset of crafting a footprint worthy of pride.