Adidas Outdoor has announced its first marketing initiative under its brand name through a partnership with 1Climb, the non-profit organization co-founded by Kevin Jorgeson, to offer children in the U.S. their first climbing experience. Through the new partnership, 10 new permanent climbing walls will be installed in Boys and Girls Clubs in areas of New York City, Los Angeles and Chicago. Four walls are scheduled for completion by the end of 2019, while the remaining six will be opened by the end of 2020. The action was to have been sponsored by Five Ten, the subsidiary of the Adidas Group specializing in climbing gear, but the operation has been merged with the Adidas Terrex brand into a single unit called Adidas Outdoor.