As part of the adidas brand reset under new CCO Alasdhair Willis, we were tasked to develop a distinct visual language and storytelling for the adidas outdoor category, Terrex. 

Through research and interviews with everyday and pro athletes across hike, trail and ultramarathon, we developed a strategy and actionable guidance for internal comms teams, agencies and external partners to not only ensure we show up consistently, but most importantly, get to the heart of outdoor sport and what Terrex means for the consumer: connection with the environment, ourselves, and each other. 

We achieved this by zooming in on the experience nature evokes, offering a distinct point of view by framing the connection it creates as the ultimate reward. We shot with photographer Robbie Lawrence, and cast everday athletes from outdoor communities.

My role included research, interviews, strategy, concept development, casting, and copy.