Adidas is bringing its outdoor sub‑brand Terrex closer to the growing community of explorers in Central Asia. To strengthen visibility in one of the region’s most dynamic markets, the brand launched a striking dual‑location campaign in Kazakhstan – from oversized hiking boots at urban transit shelters to a fully built mountain teahouse deep in the Butakovskiy Gorge.
Adidas Terrex: From the City to the Steppe
Kazakhstan, home to more than 18 million people, is experiencing a strong outdoor boom. With one of Central Asia’s most prosperous economies – driven largely by oil and mineral resources – the country’s GDP per capita has multiplied sixfold since gaining independence in 1991. The result is a young, increasingly affluent population embracing outdoor sports, hiking and adventure travel. Adidas identified this cultural shift early and created a campaign that connects both with city dwellers and nature enthusiasts in the mountains.
In urban Almaty, Adidas transformed transit shelters into eye‑catching touchpoints featuring larger‑than‑life Terrex hiking boots. These OoH installations bridge the gap between city life and the call of the wild, positioning Terrex as the gateway to Kazakhstan’s spectacular landscapes. But the centerpiece of the campaign lies far beyond the city limits.
Adidas unveiled the Terrex Teahouse – a brand‑built mountain experience set deep inside the Butakovskiy Gorge. Inspired by the design of a traditional Kazakh yurt, the teahouse offers hikers a warm, welcoming stopover on one of the country’s most scenic trails. Accessible only on foot, the structure invites adventurers to pause, take in sweeping views and share traditional Kazakh tea. The Teahouse blends cultural heritage with the modern outdoor lifestyle that Terrex champions, creating a meaningful waypoint that fosters both community and exploration.
According to Bilal Fares, General Manager adidas EMC, the installation reflects the region’s deep connection to nature: “Outdoor culture in this region is shaped by history, resilience and a profound connection to the land. The Terrex Teahouse is a celebration of that spirit, a place where hikers can slow down, take in the journey, and experience the hospitality that has defined mountain life here for generations.” The concept, he added, aims to honour local traditions while inspiring people to explore more.
To celebrate the opening, Adidas hosted ambassadors and media partners for an immersive mountain hike to the Teahouse. Their experiences quickly spread across social channels, adding momentum to Kazakhstan’s outdoor movement and reinforcing Terrex as a brand rooted in community and authenticity.
With this campaign, Adidas demonstrates how global brands can adapt to regional identities and landscapes. By meeting people where adventure actually happens – not just in the city but on the trail – Adidas strengthens its presence in Central Asia and brings the Terrex ethos to life in a uniquely local way. The Terrex Teahouse now stands as both a cultural tribute and a brand touchpoint, symbolizing Adidas’ commitment to the region’s growing outdoor spirit.
