adidas Rebrands Its Outdoor Line in China as “Shan Chuan Li,” Expanding Outdoor Lifestyle Positioning
adidas has introduced “山川里” (Shan Chuan Li) as the new Chinese name for its outdoor product line in China, accompanied by a new outdoor lifestyle concept film and the brand proposition Move freely in the mountains and rivers. The name combines “山” (mountains), representing the natural landscapes where outdoor activities take place; “川” (rivers), symbolizing movement and change; and “里,” expressing a sense of ease and freedom in the relationship between people and nature. Together, the concept seeks to present outdoor experiences as a fluid and personal way of living rather than simply a pursuit of athletic achievement.
Building on the technical expertise of adidas TERREX across mountaineering, hiking and trail running, Shan Chuan Li aims to reach a broader audience by connecting professional outdoor performance with everyday life. Its campaign film depicts diverse ways of experiencing nature, from challenging physical activities to walking, resting, socializing and simply taking in the scenery. The accompanying product collection draws design inspiration from mountain and river landscapes while maintaining outdoor functionality and improving versatility for daily wear. The repositioning reflects the growing mainstream appeal of outdoor culture in China, as brands increasingly move beyond traditional narratives of conquering nature to embrace more inclusive, lifestyle-oriented ways of experiencing the outdoors.
