Merrell Launches “It Starts Outside” Campaign for 45th Anniversary

Merrell has unveiled its first global brand platform, titled “It Starts Outside,” as the outdoor brand celebrates its 45th anniversary. Owned by Wolverine Worldwide, Merrell aims to encourage broader participation in outdoor activities, emphasizing that even brief outdoor moments can significantly influence individuals’ well-being. According to Richard McLeod, Merrell’s chief marketing officer, the initiative seeks to redefine the perception of outdoor experiences, making them seem more accessible to everyone.

McLeod stated, “By reframing ‘outside’ as something accessible and everyday, from a front yard to a city street to a trailhead, we’re broadening who sees themselves in the category.” The campaign’s objective is not merely to redefine the outdoors but to ensure that a wider audience feels invited to join the outdoor community. He emphasized that this initiative aligns perfectly with the brand’s milestone anniversary, highlighting inclusivity as a core value.

Campaign Details and Storytelling Approach

Developed in collaboration with Uncommon Creative Studio, the “It Starts Outside” campaign features a series of short vignettes showcasing diverse ways people engage with nature in daily life. Notable moments include Merrell athlete and Olympian Alexi Pappas hiking alongside Lisa Thompson, a visually impaired marathon runner, illustrating the profound connections formed through outdoor activities.

McLeod expressed that Pappas’ participation underscores the campaign’s commitment to heritage while highlighting the transformative power of outdoor experiences. He remarked, “As an Olympian, writer, and filmmaker, Alexi understands that the trail is more than terrain; it’s a space where people can reset, reconnect, and rediscover what’s possible.” Pappas’ collaboration with Thompson exemplifies how outdoor pursuits can foster discovery, confidence, and human connection.

Throughout 2024, Merrell plans to expand this narrative across various channels, focusing on human-interest stories while continuing to highlight the brand’s core hiking products. This storytelling approach aims to resonate with audiences and inspire them to explore the outdoors.

Merrell Outside: Futures Project

In addition to the campaign, Merrell is launching the “Merrell Outside: Futures Project,” aimed at expanding opportunities for aspiring designers who draw inspiration from the outdoors. This initiative is developed in partnership with the Virgil Abloh “Post-Modern” Scholarship Fund and the Fashion Scholarship Fund, alongside Pensole Lewis College of Business and Design. McLeod described these organizations as “natural partners” for this endeavor, as they are dedicated to enhancing access to design education for underrepresented talent, particularly in the footwear industry.

Peter Arnold, executive director at the Fashion Scholarship Fund, highlighted the importance of Abloh’s vision in creating pathways for talented individuals historically excluded from creative sectors. He stated, “Partnering with Merrell expands access, education, and real-world opportunity for emerging designers.”

By investing in the next generation of creative talent, particularly those underrepresented in footwear and outdoor design, Merrell aims to shape the future of outdoor experiences. McLeod emphasized the initiative’s focus on democratizing design as a crucial step in broadening who contributes to the outdoor narrative.

The “It Starts Outside” campaign is set to launch globally across social media, digital platforms, and connected TV throughout this month, marking an ambitious step forward for Merrell in its commitment to inclusivity and community engagement in outdoor activities.