How Adidas is trying to shake off hiking’s ‘stale’ image

https://s3-eu-central-1.amazonaws.com/centaur-wp/marketingweek/prod/content/uploads/2019/02/19095641/ADID_47156_531847.mp4Adidas is making a big investment in hiking with the launch of a new boot, as it looks to shake up the sector and make it “fit for today’s consumers”.
Speaking to Marketing Week, Adidas’s global VP of marketing and digital commerce Stephen Dowling says the sportswear giant’s ‘Free Hiker’ shoe champions its heritage and reputation as a