A first editorial chapter for the Guide Tennie GTX, connecting the original Five Ten approach shoe, its forty years of climbing heritage, with GORE-TEX innovation and modern outdoor culture.
The Guide Tennie is not a new silhouette. It is the original approach shoe, born in climbing culture and trusted for forty years by people who actually move on rock. The brief: reintroduce it as a technical icon with cultural relevance, beyond the core climbing audience, through archive storytelling, GORE-TEX credibility and real athletes.
First, inside the GORE-TEX footwear lab: the testing process, the machines replicating hundreds of thousands of wet steps, breathability, durability and leakage. Some of it we could show, some we definitely couldn't.
Then into the forest at Kühloch Tal, Frankenjura, for a day of walking, scrambling, belaying and climbing with legendary climber Dave Graham and local legend Dicki Korb. A good way to understand a shoe with forty years of climbing behind it.
The rule in the lab is simple: if the sock's wet, the shoe is no good.
Idea, concept, creative direction, production and strategy, in partnership with 114 Index and PEAK Magazine. Phase 1 of a larger framework; the next chapters are on standby with the client.
Adidas Five Ten Guide Tennie GTX. Phase 1, "Behind the Shoe".