Merrell has unveiled its first global brand platform, “It Starts Outside,” as part of its 45th anniversary celebrations. The outdoor brand, owned by Wolverine Worldwide, aims to inspire a broader audience to engage with nature. According to Richard McLeod, Chief Marketing Officer at Merrell, the initiative is based on the belief that even a few steps outside can positively influence how individuals think, feel, and move.
The campaign seeks to redefine the concept of the outdoors, moving away from the notion of remote and technical terrains. McLeod emphasized that “by reframing ‘outside’ as something accessible and everyday,” the brand can encourage more people to see themselves as part of the outdoor community. He stated, “Our job isn’t to redefine the outdoors; it’s to redefine who feels invited.”
Creating Inclusive Narratives
Developed in partnership with Uncommon Creative Studio, the “It Starts Outside” campaign features three short videos that showcase various ways people access the outdoors in their daily lives. Among the featured moments is Merrell athlete and Olympian Alexi Pappas, who is seen hiking with visually impaired marathon runner Lisa Thompson. This collaboration highlights the importance of community and the therapeutic benefits of spending time outdoors.
McLeod noted that Pappas’ role reinforces Merrell’s heritage while illustrating the profound impact of being outside. “As an Olympian, writer, and filmmaker, Alexi understands that the trail is more than just terrain; it’s a space where people can reset, reconnect, and rediscover what’s possible,” he explained. Pappas’ partnership with Thompson encapsulates the essence of hiking, which is about renewal, resilience, and human connection.
Throughout 2024, Merrell plans to expand this storytelling approach across various channels, focusing on human-interest stories while continuing to highlight the brand’s core hiking products.
Empowering Future Designers
In addition to the campaign, Merrell is launching the “Merrell Outside: Futures Project,” aimed at expanding access to opportunities for aspiring designers. Developed in collaboration with the Virgil Abloh “Post-Modern” Scholarship Fund, administered by the Fashion Scholarship Fund and Pensole Lewis College of Business and Design, this initiative seeks to inspire creativity drawn from the outdoors.
McLeod described these organizations as “natural partners” for the project, emphasizing their commitment to enhancing access to design education for underrepresented talent in the footwear industry. “Democratizing the outdoors must also mean democratizing who designs for it,” he stated.
Peter Arnold, Executive Director at the Fashion Scholarship Fund, echoed this sentiment, highlighting that Abloh’s vision aimed to create pathways for talented individuals historically excluded from creative industries. He remarked, “Partnering with Merrell expands access, education, and real-world opportunity for emerging designers.”
McLeod concluded that investing in the next generation of creative talent will ultimately shape the future of outdoor design. He stated, “By focusing on those historically underrepresented in footwear and outdoor design, we’re expanding who gets to shape what the outside looks like.”
Merrell’s “It Starts Outside” campaign will launch globally across social media, digital platforms, and connected television this month, marking a significant milestone in the brand’s efforts to make the outdoors more inclusive.
