Adidas has introduced the TERREX Teahouse, a new mountain experience nestled deep within Kazakhstan’s Butakovskiy Gorge. Created to honor the region’s rich outdoor heritage, the TERREX Teahouse activation offers adventurers a place to pause, take in sweeping mountain views, and reconnect with both nature and one another over traditional Kazakh tea.
Drawing inspiration from the traditional Kazakh yurt, the TERREX Teahouse is conceived as a warm and welcoming waypoint for trekkers journeying through the dramatic landscapes of Butakovskiy Gorge.
Accessible only on foot, the teahouse offers adventurers a place to pause, take in sweeping mountain views, and reconnect with both nature and one another over traditional Kazakh tea. Thoughtfully integrated into its surroundings, it serves as a communal space that encourages reflection and shared experiences along the trail.
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“Outdoor culture in this region is shaped by history, resilience and a profound connection to the land,” said Bilal Fares, General Manager adidas EMC.
“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. 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.”
To celebrate the opening, adidas TERREX welcomed a select group of ambassadors and media partners for an immersive journey into the mountains. The group hiked deep into Butakovskiy Gorge to experience the TERREX Teahouse firsthand, connecting with the landscape, the space, and the stories behind its creation.
According to the campaign, 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 introduces a distinctive experience rooted in cultural authenticity and shared passion for the outdoors,” adidas said in a release.
“The TERREX Teahouse stands 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.”
