• adidas TERREX comes together with Parley for the Oceans and synthetic insulation provider PrimaLoft to bring industry-first innovation to outdoor enthusiasts
• The new collection offers consumers high performance insulation, composed from100% recycled fiber, and uses no-dye technology
• Offering the perfect blend of performance, sustainability and style, the women’s and men’s models will launchOctober1 via adidas.com

Dubai, October3, 2021: adidas has today introduced a new outdoor range for FW21, designed to support its ambition to help end plastic waste. Created in partnership with PrimaLoft® and Parley for the Oceans to help end plastic waste, theTERREX MYSHELTER PrimaLoft range brings together 100% recycled insulation, powerful sustainable credentials and the same iconic MYSHELTER style.

The new range celebrates the change makers – those who see challenges in sports or sustainability not as an obstacle, but rather as an opportunity to do better. It also aims to raise the voices of iconic women who motivate, inspire, and engage their communities, including adidas ambassador and the first Saudi female to climb Mount Everest Raha Moharrak.

To introduce the new collection, adidas teamed up with National Geographic Alarabiya for a shoot at Wadi Shawka, Ras Al Khaimah. Shot across the beautiful mountains of Ras Al Khaimah, the campaign featured adidas ambassador Raha Moharrak and adidas Runners Dubai coach George Crewe.Both Raha and George were seen in the TERREX MYSHELTER PrimaLoft Hooded Jacket.

Raha Moharrak, who was featured in the campaign to introduce the new collection, said: “I am honoured to be a part of this reveal. It gives me great joy and pride to see that adidas constantly chooses to give visibility to and celebrate women in their collections. And this collection is truly special. It not only aims to inspire others to get outdoors but also offers us, hikers and outdoor enthusiasts,the chance to make more sustainable choiceswhen selecting our hiking gear; it encourages us to connect even further with nature and raise awareness on the issue of plastic waste.”

The TERREX MYSHELTER PrimaLoft collection, features two hero products, and combines the bold style and aesthetic of adidas MYSHELTER with an industry-first collaboration with Parley for the Oceans and synthetic insulation provider, PrimaLoft, to create a range that is fully functional for the outdoors.

Carla Murphy, General Manager, adidas Outdoor, said:“At adidas we believe in exploring the limits of human possibilities. As a brand, we are continuallylooking at ways in which we can innovate to help reduce our impact on the environment. That’s whywe’re so excited to collaborate with Parley for the Oceans and PrimaLoft on this new outdoor collectionfor FW21; only by coming together with like-minded brands and organisations can we create bettersolutions that support our vision for a more sustainable future. “

The TERREX MYSHELTER PRIMALOFT® HOODED JACKET, will be available at available on adidas.ae or at the adidas Flagship store in Dubai mall from October 1st.

ENDS