Michelle Riley.
9. Adidas Terrex Mountain Life AW24
Within months of working for Adidas Terrex, I had dreamt up a Design Direction for the AW24 Season, focusing on their up-and-coming range, “Mountain Life”; this was a space for pre and post-outdoor sportswear, a place where comfort combined with style could finally take center-stage for Terrex. I had envisioned distinct nods to celebrate Adidas’s rich heritage, and when clashed with modern technical materials, terrain park-inspired silhouettes and distinct graphics, it would produce a fun, eclectic and uplifting result. My goal was to welcome in the next generation of Outdoor enthuaists, boost the relevance of Terrex amongst them and to proudly celebrate the Adidas brand.
Consumer focus is key for Mountain Life; I wanted to capture the idea that this category reaches far beyond just the actual sport. What did “A Day in the Life” feel like, and how did it differ between skiiers and snowboarders, day-hikers and overnight campers? What gear would each group need, and for what purposeful use? What felt too extravagant?
What would they want to wear to feel comfortable, but look cool and relevant from a style-perspective? Mountain Life consists of more than just Apparel and Footwear products; it is a complete lifestyle driven by aesthetics combined with durability and practicality, and those aesthetics need to transcend across every aspect of their lives.
AW24 Design Direction Concept, by Michelle Riley
The “Adidas Adventure” collections in the past were super strong; they were bold, energetic and intentionally quirky, which felt like a nice contrast to the more-so serious and conservative aesthetics of today. I was hoping to bring back the elements of joy and playfulness within Outdoor; reflecting on the past gives us credibility, which supports the “why” in what we’re creating, and referencing the timeless archival details gives the consumer a feeling of nostalgia without them knowing exactly why.
In contrast, it is crucial for the Mountain Life category to also not feel too “stuck” in the past in order to create a refreshing, inspiring future that feels relevant to the younger generation. Using updated materials that have a variety of functions will help with this; having a range of 2.5L and 3L reliable bases, water-repellent and UPF woven softshells, breathable wool, Sympatex, Gore-tex and Cordura options and technical fleeces are just a few examples of necessary materials that create a reliable, modern Outdoor range. Being inspired by fly-fishing gear, OG trekking pieces, classic shooting jackets and kimono’s are some examples of silhouettes that could transcend the norm for Mountain Life base styles.
AW24 Mountain Life Design Sketches, by Michelle Riley
For the Mountain Life range in AW24, I had envisioned a balanced mix between function and fashion in terms of silhouette and materials/trims usage, with the goal of pushing the boundaries of what Terrex has been known for. The hand sketches are original and completely my own, all right’s are reserved.
Adidas Terrex has massive potential when it comes to Graphics - Terrex is solely focusing on the wordmark which is important for brand consistency, however it is a hugely missed-opportunity not to develop the graphic language further. The brands who maximise their recognisable branding also heavily explore expressive graphics to keep the brand feeling fresh and unexpectedly fun (ex. Arc’teryx, Only NY, Manastash, Gramicci, etc.). This keeps the younger generation engaged, attracts them to something that feels authentic and relevant, and adds visible energy to the range.
There is so much future potential for Adidas Terrex Mountain Life if this category is pushed beyond it’s limits. It can be youthful, inclusive, reliable and fun, simultaneously; none of these elements need to exist solely on their own.
These AW24 themes and concepts were created to serve as an inspiration for the future of Adidas Terrex Mountain Life; for clarity, they are my own ideations that were not influenced or pursued by Adidas Terrex Creative Direction.