Outsiders Project

adidas Terrex x the Outsiders Project

Diversity in the Outdoors
Editorial
Partnership
Journalism
Film
Talent
Insight
Brand

Adidas Terrex engaged The Outsiders Project, TCO’s media platform and consultancy, to develop a culture map of diversity in outdoor sports, building a picture of the existing communities and initiatives and building original insight and connections to key protagonists.

Based on our findings we built a bespoke D&I strategy to apply adidas unique and hard won heritage to a new outdoor culture, while championing access, representation and knowledge for key groups.

The Results

Steppers UK are bringing music to the great outdoors

Through her organisation Steppers UK, Cherelle Harding has created her own community: one that combines the sounds of the natural world with those of her favourite artists.

Steppers UK are bringing music to the great outdoors

Through her organisation Steppers UK, Cherelle Harding has created her own community: one that combines the sounds of the natural world with those of her favourite artists.

Black Trail Runners are reclaiming the countryside

The trope of the Black person in the English Landscape doesn’t exist. A collective of trail runners are collaborating with adidas Terrex to address the issue. The Outsiders Project is supporting adidas in their mission to support diversity in the outdoors. As part of this campaign our community fund is enabling Black Trail Runners to train new coaches and run taster sessions, as well as promoting their voice on The Outsiders Project, Huck and adidas channels.

Black Trail Runners are reclaiming the countryside

The trope of the Black person in the English Landscape doesn’t exist. A collective of trail runners are collaborating with adidas Terrex to address the issue. The Outsiders Project is supporting adidas in their mission to support diversity in the outdoors. As part of this campaign our community fund is enabling Black Trail Runners to train new coaches and run taster sessions, as well as promoting their voice on The Outsiders Project, Huck and adidas channels.

New Voices - An Exploration into Inclusivity & Diversity in ‘Outdoor’at the Kendal Mountain Festival

To launch this partnership, we produced a panel discussion hosted by Keme Nzerem with panelists, Phil Young, founder of the Outsiders Project, Richard Leafe, Chief Exec at the Lake District National Park, Victoria Gosling OBE, Carmen Mcilveen, founder of Project One Climbing, and Jaimus Tailor, Designer and founder of Greater Goods.

New Voices - An Exploration into Inclusivity & Diversity in ‘Outdoor’at the Kendal Mountain Festival

To launch this partnership, we produced a panel discussion hosted by Keme Nzerem with panelists, Phil Young, founder of the Outsiders Project, Richard Leafe, Chief Exec at the Lake District National Park, Victoria Gosling OBE, Carmen Mcilveen, founder of Project One Climbing, and Jaimus Tailor, Designer and founder of Greater Goods.

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The Outsiders Project is supporting adidas Outdoors in their strategy to bring more diversity into their marketing, and find ways to support grass root groups who are making change.

Phil Young
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Founder, The Outsiders Project

We activated our strategy through an ongoing brand advocacy campaign that supports community-led initiatives and delivered content using a new vernacular for the outdoors, one that is fun, experimental and explorative.

We activated our strategy through an ongoing brand advocacy campaign that supports community-led initiatives and delivered content using a new vernacular for the outdoors, one that is fun, experimental and explorative.

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