We created a mountain in the middle of a downtown plaza and set up a store on top of it. No one imagined a store being located on top of an artificial mountain and in front of a department store.

The idea was developed based on the fact that young consumer do not have time to go to the mountain. That is why we brought a mountain to the consumers. We wanted to let as many people visit the store and try out terrex boost products.

• Implementation

We created a 10-meter-high, 55 degree angled rocky mountain at a plaza. The rock face isn’t just an ordinary rock face. With advice and research from outdoor experts, the rock face was designed to be difficult to climb which is a perfect place to try out terrex boost shoes with incredible grip force.

• Timeline

The campaign started on April 4th, 2015 and ended on April 25th, 2015.

• Placement

The campaign was placed in Seoul, Korea.

• Scale

The rock face was built 10-meter-high, at an angle of 55 degrees. During the campaign there were 10 safety guards and marshals to ensure the participants’ safety. We created a store where people could experience and purchase the products.

• Business impact – sales, donations, site traffic

After a month from the event, sales of adidas outdoor increased 500%.

The brand awareness of adidas outdoor increased substantially.

The number of likes, visitors and followers increased significantly on Facebook.

Numerous numbers of SNS hashtags were created and used.

• Change in behavior

Adidas successfully promoted its’ outdoor brand and consumers started to notice that there is an outdoor brand in adidas.

• Consumer awareness

The brand awareness of adidas outdoor increased and the number of Facebook followers increased especially among young targets.