adidas TERREX has unveiled a one-of-a-kind brand experience for its sports and adventure brand loyalists: the TERREX Teahouse, a new mountain experience located deep within Butakovskiy Gorge, created to celebrate exploration, community and the spirit of outdoor adventure in Kazakhstan.
Inspired by the traditional Kazakh yurt, the TERREX Teahouse has been designed as a warm, welcoming waypoint for hikers making the journey through the breathtaking Butakovskiy Gorge.
Accessible only on foot, the activation offers adventurers a place to pause, take in sweeping mountain views, and reconnect with both nature and one another over traditional Kazakh tea.
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Commenting on how the experience connects consumers closer to the brand, Bilal Fares, General Manager adidas EMC, said, “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.”
He added, “Our ambition was to create a meaningful moment on the trail, one that honors local tradition while inspiring people to explore more of the world around them.”
Blending heritage with modern outdoor culture, the TERREX Teahouse intends to bring to life the values that define adidas TERREX: discovery, togetherness, and a deep respect for the landscapes we move through.
Built in harmony with its surroundings, the structure serves not just as shelter, but as a gathering point that encourages reflection and shared experiences along the trail.
To mark the opening, adidas TERREX hosted a select group of ambassadors and media partners for an immersive mountain experience, offering them the opportunity to hike to the Teahouse and engage with the space firsthand.
Their journey and stories have already begun resonating across outdoor communities and social platforms, sparking renewed energy around mountain exploration in Kazakhstan.
By meeting hikers where adventure naturally happen, on the trail, adidas TERREX introduced a distinctive experience rooted in cultural authenticity and shared passion for the outdoors.
The TERREX Teahouse aims to stand as a symbol of adidas’ commitment to supporting the region’s growing outdoor movement and creating touchpoints that bring the brand closer to its community of explorers.
CREDITS:
Client: adidas TERREX
Agency: HAVAS Middle East
