adidas opens mountain teahouse experience deep in Kazakhstan’s Butakovskiy Gorge

Deep in Kazakhstan’s Butakovskiy Gorge, adidas TERREX has introduced the TERREX Teahouse, a purpose-built mountain retreat designed to celebrate exploration, community, and the enduring spirit of outdoor adventure.

Drawing on the form and symbolism of the traditional Kazakh yurt, the Teahouse has been created as a welcoming stop for hikers traversing the rugged landscape. Reached only on foot, it offers a moment of rest along the trail, where adventurers can take in panoramic mountain views and share traditional Kazakh tea in a setting shaped by nature.

Rooted in local heritage while reflecting contemporary outdoor culture, the TERREX Teahouse embodies adidas TERREX’s core values of discovery, togetherness, and respect for the environments we explore. Designed to sit naturally within its surroundings, the structure functions as both shelter and social space — encouraging reflection, connection, and shared experiences along the journey.

Bilal Fares, General Manager adidas EMC, said: “Outdoor culture in this region is shaped by history, resilience and a profound connection to the land. 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 mark the opening, adidas TERREX hosted a select group of ambassadors and media partners for an immersive mountain experience, offering them the opportunity to hike to the Teahouse and engage with the space firsthand. 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. 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.