Brief
With the burgeoning outdoor market in China, Adidas wanted to spin off its outdoor products into a sub-brand dedicated to this category. We were tasked to help launch the brand with a new Chinese name and visual direction.
The Work
Extending from the global platform of "Live Without Limits", we created the China concept of 不羁常规 (uninhibited by conventions) — exhorting our audience to spurn the beaten path. We gave Terrex the Chinese name 探锐 (to explore with keenness), an ode to the spirit of outdoor exploration. The visual language followed suit: raw, elemental, and uncompromising.