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adidas Terrex Celebrates Long Distance Hikers with Short Documentary from Iris


Film aims to drive awareness around the Free Hiker 2 and features hiking influencer Arielle Shipe as she revisits the Pacific Crest Trail

adidas Terrex Celebrates Long Distance Hikers with Short Documentary from Iris

Today, adidas TERREX, announces the launch of its new United By Summits campaign with its Summit of the Determined Dreamer film. Created by Iris Worldwide, the film aims to drive awareness around adidas TERREX, and specifically its hero hiking shoe, the Free Hiker 2. 

The short, docu-style film celebrates the journey of hiking influencer, Arielle Shipe, as she revisits the Pacific Crest Trail for the second time whilst preparing for life as a new mother. After completing the trail in 2022, she returns with adidas TERREX and the Pacific Crest Trail Association to share a story of resilience and adventure that comes with long-distance hiking. The film documents Arielle’s journey as she reflects on her past experiences along the 2,650 mile trail, where she faced 22-hour hiking days and blistering heat along the LA Aqueduct. The film launches across adidas TERREX’s Youtube and Instagram channels. 

The Free Hiker 2 film is supported globally by an influencer campaign to drive authentic representation of outdoor sport in different regions of the world. Primary research through focus groups and quantitative surveys found that fellow hikers were the main source of product recommendations, above brands themselves. To bring this to life, adidas TERREX and Iris worked with 12 influencers and partners across 5 markets; Chile, Korea, the UK, North America and Germany, to produce content for adidas’ and their own channels, celebrating world famous routes in their native countries and the Free Hiker 2 shoes. 

The wider SS23 TERREX campaign also saw the launch of a competition to allow hikers the chance to win a trip to hike part of the Pacific Crest Trail, joining the adidas TERREX United by Summits relay team in the 455 mile Oregon section of the trail. It’s also set to include a film to promote its WMNs shoe, adidas TERREX’s first hiking shoe designed specifically for the anatomy of the female foot, going live across Instagram later this month. 

Grant Hunter, global ECD at Iris Worldwide, said: “adidas TERREX have a different take on the outdoor category - a belief that everyone should have the chance to experience the transformative power of nature. This latest chapter in the United By Summits story focuses on the connection we have with nature and how being present in the moment allows us to learn more about ourselves. Arielle’s incredible journey on the PCT is at the heart of this season’s narrative.


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Genres: Documentary

Categories: Sportswear, Clothing and Fashion

Iris, Wed, 03 May 2023 10:01:00 GMT