Adidas to push outdoor in UK

Athletic brand looking to grow UK outdoor business

Adidas is looking to grow its presence in the outdoor market in the UK, an area in which it claims to have a strong heritage.

Spokesperson Amanda Ellison said outdoor is becoming more and more of a focus for Adidas as it has history through owning various other brands, such as Salomon and Arc’Teryx. She acknowledged that it is difficult for a big brand to move into a challenging and competitive market, such as outdoor, and that some retailers are put off by the three stripes logo.

However, she said the UK is ‘starting to come around’ and Adidas is investing more into the market.

“It wants to be the athletics brand of the outdoor market, producing lighter and faster products,” Ellison said.

This includes the Terrex Fast R hiking shoe, which features a Traxion outsole using Continental rubber, a Gore-Tex membrane and a 3D Formotion unit to reduce knee loads and absorb shock.

The Terrex Fast R will be released in spring/summer 2012, and Ellison said: “We’ve taken the technologies developed for running and brought them into outdoor pursuits. Adidas wants people to run up a mountain, not climb it.”

For more news from OutDoor, see the August issue of SGB Outdoor