Merrell is celebrating its 45th anniversary by unveiling its first global brand platform, named “It Starts Outside.” The outdoor brand, owned by Wolverine Worldwide, emphasizes that even a few steps outdoors can significantly influence individuals’ thoughts and emotions. This initiative seeks to redefine the outdoors as an accessible space, encouraging a broader audience to engage with nature.
Richard McLeod, Chief Marketing Officer of Merrell, shared insights on the campaign’s goals in an interview with FN. He explained that the initiative aims to shift perceptions of the outdoors from remote, technical terrains to everyday environments, such as backyards and city streets. “Our job isn’t to redefine the outdoors, it’s to redefine who feels invited,” McLeod stated, highlighting the brand’s commitment to inclusivity in outdoor activities.
Campaign Highlights and Storytelling
The campaign, crafted in collaboration with Uncommon Creative Studio, features three short vignettes showcasing diverse outdoor experiences. Notable moments include Merrell athlete and Olympian Alexi Pappas hiking with visually impaired marathon runner Lisa Thompson, emphasizing community and the importance of disconnecting from technology. McLeod noted that Pappas’ participation underscores Merrell’s heritage while illustrating the profound impact of outdoor activities on individuals.
“Alexi understands that the trail is more than terrain; it’s a space where people can reset, reconnect, and rediscover what’s possible,” McLeod expressed. The partnership between Pappas and Thompson illustrates how the outdoors serves as a platform for discovery and personal growth, encapsulating the essence of hiking as a journey of renewal and resilience.
Throughout 2024, Merrell plans to expand this storytelling approach across various channels, focusing on human-interest narratives while continuing to highlight its core hiking products.
Fostering Future Design Talent
In addition to the campaign, Merrell is launching the “Merrell Outside: Futures Project.” This initiative aims to enhance access and opportunities for aspiring designers, drawing inspiration from the outdoors as their “creative engine.” Developed in partnership with the Virgil Abloh “Post-Modern” Scholarship Fund, administered by the Fashion Scholarship Fund and Pensole Lewis College of Business and Design, this project seeks to democratize outdoor design.
McLeod emphasized that the collaboration aligns with Merrell’s belief in broadening access to outdoor experiences. “These organizations are focused on expanding access to design education and opportunity for underrepresented talent, particularly in footwear,” he noted.
Peter Arnold, Executive Director at the Fashion Scholarship Fund, reiterated the mission behind this partnership, stating that Abloh’s vision was to create pathways for talented individuals historically excluded from creative industries. “Partnering with Merrell expands access, education, and real-world opportunity for emerging designers,” Arnold remarked.
Ultimately, the initiative aims to invest in the next generation of creative talent, ensuring that a diverse range of voices shapes the future of outdoor design. McLeod concluded, “By investing in next-generation creative talent, particularly those historically underrepresented, we’re expanding who gets to shape what the outside looks like in the future.”
The “It Starts Outside” campaign will be rolled out globally across social media, digital platforms, and connected television throughout March 2024, inviting everyone to see the outdoors as a space for exploration and connection.
