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High Five: An Inside Look into Outdoor Sports



Managing director at indie publisher-agency TCO London, Simon Baker, shines a light on some of outdoor sports' best advertisements that are delivering important messages

High Five: An Inside Look into Outdoor Sports

Outdoor brands have one hand in technical advancements to help humanity to go further, quicker, and safer, and one hand that is driving the streetwear market into new places. We have all found a new connection with the outdoors after lockdown, which has helped to drive growth in the industry. Whether you like to hike, bike trail run, swim or ride, the benefits to mental health are immense, but now outdoor brands are also seeing that the benefits they can offer can go way beyond the consumer, and start to positively impact society and the environment...

adidas Terrex x Black Trail Runners ft. Che Lingo - BTR Partnership

Agency: The Outsiders Project
Director: Matt Walker

"Over two or three generations, people of colour, in this country anyway, have lost an emotional connection to the outdoors,” says Phil Young, co-founder of Black Trail Runners (BTR), a campaigning charity on a mission to increase inclusion, participation and representation of Black people in trail running. To launch a new co-branded apparel collection with Terrex (adidas's outdoor brand), The Outsiders Project teamed up with South-London artist Ché Lingo to collaborate on an original music track addressing the issues around exploring the outdoors that are encountered by people of colour. The accompanying music video is directed by Matthew Walker.

Arc'teryx - 'Not Alone'

Agency: Telus
Director: Heather Mosher

This 45-minute branded documentary explores the connection between loss, grief and the outdoors. After an ice-climbing avalanche takes the life of her close friend, professional athlete and alpine guide Sarah Hueniken is shattered. In an attempt to reconnect with her life in the mountains, she takes on a huge link-up of remote winter climbs - but healing is about a lot more than just climbing.

Finisterre - 'The Seasuit Project'

Agency: Here Now

Easkey was the first woman to surf in Baluchestan, a remote region to the south of the Iran. Due to the country’s strict laws on women covering up, she found herself in full wetsuit, board shorts, rash vest and hijab, to ensure her head was covered. Ten years later, Finesterre has introduced the Seasuit to champion equal access to the ocean for everyone.

The North Face x Gucci - 'Flock Together'

Agency: High Snobiety
Production: COMPULSORY
Director: Fiona Jane Burgess
Editorial: STITCH
VFX: Black Kite Studios

In this Gucci campaign, the fashion house partnered with Flock Together, a birdwatching collective redefining what birdwatching looks like by challenging the underrepresentation of Black and other POC in nature.

Reebok - 'Nano Adventure'

Agency: TCO London
Director: Hendrik Faller

At a time when the importance of outdoor exercise cannot be overstated, Reebok wanted created a global campaign to drive awareness and champion the benefits of the outdoors and to rediscover what is already on your doorstep.

view more - High Five
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TCO London, Wed, 11 Jan 2023 12:30:04 GMT