ADIDAS TERREX LAUNCHES THE ‘DELICATESSEN’ VR CONSUMER RETAIL EXPERIENCE
How high is too high? Outdoor enthusiasts will be transported into the shoes of professional climbers to take on one of the hardest climbs of the Bavella mountain range in Corsica, with the help of cutting-edge Virtual Reality in a new vertigo-inducing consumer experience from adidas TERREX.
Blood replaces chalk stains that mark razor-thin granite edges. With each movement, climbers Delaney Miller and Ben Rueck feel the skin burning from their fingertips. Every move they take is recorded by 16 GoPros as well as a team of pioneering photographers and software technicians.
Under clear and open Mediterranean skies, buried deep in the heart of Corsica, the rough-hewn granite ‘Delicatessen’ (8b/b+) route summit looms overhead. It's the ultimate climb within the Punta Du Corbi, an imposing tombstone of rock looming over the valley. The sensation of being just a few holds away from the peak, standing nearly 1,040 meters above sea level, is now completely accessible in this unique project.
Bespoke installation zones strategically positioned outside adidas retail stores in China will give consumers the opportunity to immerse themselves within these Bavella Mountains. Players wear headsets to enter the 3D recreation of the stunning volcanic landscape and get a visceral sense of the climb with interactive 360-degree video.
In this professionally crafted experience, players learn about the best outdoor climbing practices against scenic backdrops, and push themselves by virtually climbing to the final leg of the Delicatessen summit. adidas TERREX created this project alongside professional climbers Delaney Miller and Ben Rueck which was shot by renowned climber and photographer Jess Rueppel. The team partnered with Google, with whom they repurposed an 8k resolution stereoscopic rig, called Google Jump, to film the expansive landscape in 360 degrees. A Google Expedition (virtual reality teaching tool) will also be launching soon.
Stuart Wells, Global Director of Brand Marketing for adidas TERREX, said: “Our athletes are fueled by creativity and are always pushing the boundaries of what is possible, and we’re constantly testing the limits of how we can use new technologies to convey the exploits of our athletes.
With immersive technologies like VR, we’re able to replicate outdoor sports experiences that customers might not consider otherwise. With this we’re able to introduce how exhilarating outdoor climbing can be, and help them make informed choices about adidas TERREX products.”
The adidas TERREX ‘Delicatessen’ VR experience can be found outside select adidas retail stores in China, plus a ten-stop consumer road show in China is taking place from September – November 2017. More locations in Western Europe to be announced soon.
About adidas TERREX:
adidas TERREX is the creator brand in the outdoors. We exist to inspire those who shape their own path in the outdoors. Those who unleash their imagination and progress beyond their expectations –be it climbing, trail running, mountain biking or multi mountain sports.
We do this by striving for new, innovative design solutions, made possible by integrating adidas’ own technologies as well as the finest materials from partners including GORE-TEX; Pertex®; PrimaLoft®; Polartec® for apparel; and Stealth® and Continental rubber for footwear.
We are proud to count outstanding athletes as Sasha Di Giulian, Shauna Coxsey, Kevin Jorgeson, Martin Söderström, Kai Lightner, Mina Markovič, Luis Alberto Hernando and the Huber Buam in our family. We are a long-standing title sponsor for adidas ROCKSTARS, the contest for the international bouldering elite and are excited to be bringing a sustainable new trail running concept to life with Infinite Trails, a world championship event that brings together grassroots runners and elite athletes.
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