With its distinctive “three-stripes” logo, an internationally-known name brand, and connections to top athletes in almost every sport played on the planet — not to mention a global workforce of nearly 40,000 people and billions of dollars in annual revenue! — adidas AG is one big fish. This year, as was announced in January, the new pond for the Herzogenaurach, Germany, company is the USA and specifically the outdoors industry, a seemingly small watershed for the global giant.

But adidas (small “a” is intentional) has long had its toe dipped in the outdoors world, including development as far back as the 1970s with Reinhold Messner and footwear that went to Mount Everest. Today, after a launch in Europe in 2008, the adidas Outdoor brand is coming to American soil with a line of footwear, jackets, optics, and apparel. Gear Junkie sat down with Greg Thomsen, managing director of adidas Outdoor U.S., for a Q&A on the brand and its big plans for the domestic outdoors market. —Stephen Regenold
Gear Junkie: When will we see adidas Outdoor products on shelves at REI and other stores like this in the U.S.?
Greg Thomsen: You will see adidas Outdoor products at REI and other specialty outdoor retailers starting this coming July.
What U.S. markets do you hope to enter first, geographically or otherwise?
Our approach is to focus on the top 500 specialty outdoor stores in the U.S. These stores have a pretty good geographic distribution in all 50 states.

How will you show U.S. consumers that you’re a brand serious and knowledgeable about the outdoors?
We are taking a long-term approach. Word travels faster these days when the product surpasses expectations. We understand that we need to earn our reputation in the outdoor market through being authentic and consistent. Our distribution is tightly focused on specialty outdoor stores where our unique features and design benefits can be explained and demonstrated by knowledgeable salespeople. Fortunately, the product truly speaks for itself.
What are your best or most innovative products?
In footwear, we have a number of really cool styles. But I feel the most innovative styles are the Terrex Fast X FM Mid Gore-tex hiking boot, which won the Innovation Award at the 2009 Outdoors Trade Show, and the Terrex Solo, which also won an Innovation Award. On the apparel side, I think the Terrex Swift 3-in-1 Gore-Tex Primaloft Jacket is the best combination of materials and design features I have ever used.

