Merrell has officially launched its first global brand campaign, titled “It Starts Outside,” as part of its 45th anniversary celebrations. The campaign seeks to make the outdoors more accessible and encourages everyone to embrace nature, regardless of their location. According to Richard McLeod, chief marketing officer of Merrell, the initiative is built on the belief that even small outdoor experiences can profoundly influence how individuals think, feel, and engage with their surroundings.
The campaign aims to redefine “outside” by highlighting everyday environments, from front yards to city streets. McLeod emphasized that the goal is not to change the concept of the outdoors but to broaden the audience that feels included in outdoor activities. “Our job isn’t to redefine the outdoors, it’s to redefine who feels invited,” he stated. This commitment to inclusivity marks a significant shift in the brand’s marketing approach.
Campaign Highlights and Storytelling
Developed in collaboration with Uncommon Creative Studio, the “It Starts Outside” campaign features a series of short vignettes showcasing relatable outdoor moments. One notable vignette includes Merrell athlete and Olympian Alexi Pappas hiking alongside visually impaired marathon runner Lisa Thompson. This partnership illustrates the community aspect of outdoor activities and the importance of disconnecting from technology.
McLeod noted that Pappas’s involvement reinforces the brand’s heritage while showcasing the transformative power of nature. “For Lisa, the outside is a space of discovery, confidence, and expanded possibility,” he explained. This narrative aligns with the campaign’s overarching themes of renewal and resilience, emphasizing that hiking can foster human connections beyond physical endurance.
Throughout 2024, Merrell plans to expand its storytelling efforts across various platforms, focusing on human-interest stories while continuing to highlight its core hiking products. The brand aims to engage more individuals by celebrating unique outdoor experiences.
Merrell Outside: Futures Project
Another key component of the campaign is the launch of the “Merrell Outside: Futures Project.” This initiative focuses on increasing access and opportunities for aspiring designers, encouraging them to draw inspiration from the outdoors. The project has been developed in partnership with the Virgil Abloh “Post-Modern” Scholarship Fund and the Fashion Scholarship Fund, with contributions from Pensole Lewis College of Business and Design.
McLeod described these organizations as “natural partners” for this initiative, highlighting their shared mission to broaden access to design education for underrepresented talent, particularly in the footwear industry. “Democratizing the outdoors must also mean democratizing who designs for it,” he added.
Peter Arnold, executive director at the Fashion Scholarship Fund, echoed this sentiment, stating that Abloh’s vision was to create pathways for talented individuals historically excluded from creative industries. He emphasized that the partnership with Merrell enhances access and real-world opportunities for emerging designers.
Ultimately, the “Merrell Outside: Futures Project” aims to invest in the next generation of creative talent, ensuring that diverse voices shape the future of outdoor design. McLeod concluded, “By investing in next-generation creative talent, particularly those historically underrepresented in footwear and outdoor design, we’re expanding who gets to shape what the outside looks like in the future.”
The “It Starts Outside” campaign will be launched globally across social media, digital platforms, and connected TV channels throughout March 2024, inviting everyone to step outside and explore their surroundings.
