adidas | the sound of altitude
adidas approached the challenge of reaching Gen Z while owning the outdoor space, especially in the build up to Milano Cortina Winter Olympics 2026. The mountains were the brand’s home ground. Music was Gen Z’s shared language.
So we asked: what if the mountains could speak? What if their altitude, lines and shapes could become sound?
Because topographic maps are waves, waves that mirror the way sound travels.
That idea sparked The Sound of Altitude, a project crafted with adidas where mountain ranges become music.
Nature inspires. Technology turns elevation lines into MIDI files. And producer Luca Riva interprets them, creating the first playlist of its kind: a soundtrack where every track represents a place, and every place carries its own mood.