adidas Terrex_Planning real-world
adventures from the shop floor.
adidas Terrex_Planning real-world adventures from the shop floor.
adidas Terrex_Planning
real-world adventures from
the shop floor.
(Overview)
(Overview)
The adidas Terrex flagship store in Munich is designed as more than a retail space. It’s a hub for sustainability, community, and connection to the outdoors. To reinforce this vision, we partnered with adidas Terrex and Outdooractive, the leading platform for hiking, trail running, and mountain sports, to create a digital in-store experience that helps visitors plan real-world adventures.
The challenge was to bridge digital exploration and physical retail in a way that felt intuitive, useful, and true to the Terrex ethos. The experience needed to inspire action, connect visitors to their local environment, and translate outdoor intent into meaningful product relevance.
The adidas Terrex flagship store in Munich is designed as more than a retail space. It’s a hub for sustainability, community, and connection to the outdoors. To reinforce this vision, we partnered with adidas Terrex and Outdooractive, the leading platform for hiking, trail running, and mountain sports, to create a digital in-store experience that helps visitors plan real-world adventures.
The challenge was to bridge digital exploration and physical retail in a way that felt intuitive, useful, and true to the Terrex ethos. The experience needed to inspire action, connect visitors to their local environment, and translate outdoor intent into meaningful product relevance.
Agency
Agency
Reaktor
Reaktor
Industry
Industry
Retail
Retail
Services
Services
Art Direction
Interactive Experience
User Experience
Visual Design
Art Direction
Interactive Experience
User Experience
Visual Design
(Strategy)
(Strategy)
The platform was designed as an experiential planning system, powered by Outdooractive’s extensive network of curated and user-generated routes, events, and terrain data.
Rather than treating the store as a transactional endpoint, the experience reframes it as a starting point. Local routes, community events, and athlete insight are brought together in a single interface that encourages discovery, participation, and movement beyond the store walls.
The system blends inspiration with function. Community knowledge and storytelling sit alongside practical tools for route selection, gear planning, and event participation, ensuring the experience supports both curiosity and action.
The platform was designed as an experiential planning system, powered by Outdooractive’s extensive network of curated and user-generated routes, events, and terrain data.
Rather than treating the store as a transactional endpoint, the experience reframes it as a starting point. Local routes, community events, and athlete insight are brought together in a single interface that encourages discovery, participation, and movement beyond the store walls.
The system blends inspiration with function. Community knowledge and storytelling sit alongside practical tools for route selection, gear planning, and event participation, ensuring the experience supports both curiosity and action.
(Solution)
(Solution)
The journey begins with an animated globe that draws visitors into the system and anchors the experience geographically. From there, users explore a digital map centred on the region surrounding the store, featuring curated routes, adidas Terrex events, and surprise rewards.
Each route is brought to life through animated 3D visuals, key performance data, and athlete-generated content. Visitors can save routes via QR code, sync events directly to their personal calendars, and receive tailored gear recommendations based on terrain and activity.
The experience connects seamlessly into adidas’s wider ecosystem. Product selections link directly to the adidas app, while the “Bring it to me” feature allows visitors to request items in their size for in-store fitting. Surprise moments, such as complimentary Outdooractive Pro memberships, add delight and reinforce exploration as a reward in itself.
Visually, the system combines alpine and terrain-inspired forms with high-contrast neon highlights, reflecting the Terrex aesthetic while maintaining clarity, accessibility, and ease of use in a retail environment.
The journey begins with an animated globe that draws visitors into the system and anchors the experience geographically. From there, users explore a digital map centred on the region surrounding the store, featuring curated routes, adidas Terrex events, and surprise rewards.
Each route is brought to life through animated 3D visuals, key performance data, and athlete-generated content. Visitors can save routes via QR code, sync events directly to their personal calendars, and receive tailored gear recommendations based on terrain and activity.
The experience connects seamlessly into adidas’s wider ecosystem. Product selections link directly to the adidas app, while the “Bring it to me” feature allows visitors to request items in their size for in-store fitting. Surprise moments, such as complimentary Outdooractive Pro memberships, add delight and reinforce exploration as a reward in itself.
Visually, the system combines alpine and terrain-inspired forms with high-contrast neon highlights, reflecting the Terrex aesthetic while maintaining clarity, accessibility, and ease of use in a retail environment.
(Outcome)
(Outcome)
The result is a fully integrated in-store adventure hub that connects people to the outdoors through local insight, community knowledge, and relevant product guidance.
The experience increases dwell time and engagement while encouraging real-world exploration beyond the store. It positions adidas Terrex at the forefront of experiential retail, where technology, sustainability, and outdoor culture converge to support meaningful action.
The result is a fully integrated in-store adventure hub that connects people to the outdoors through local insight, community knowledge, and relevant product guidance.
The experience increases dwell time and engagement while encouraging real-world exploration beyond the store. It positions adidas Terrex at the forefront of experiential retail, where technology, sustainability, and outdoor culture converge to support meaningful action.
(Credits)
(Credits)
Design
Design
Aaron Darveniza
Edwin D'Mello
Aaron Darveniza
Edwin D'Mello
Development
Development
Patrica Ghiraldelli
Tamara Glasbergen
Patrica Ghiraldelli
Tamara Glasbergen
Photography
Photography
adidas Terrex
adidas Terrex
Data
Data
adidas Terrex
Outdooractive
adidas Terrex
Outdooractive
