Merrell launched new global brand platform to mark 45th anniversary
Outdoor footwear brand Merrell has launched its first-ever global brand platform_ _It Starts Outside__ as it marks its 45th anniversary and continues to develop into a lifestyle brand.
The new platform reframes the power of the outdoors and its potential to catalyze change. “It Starts Outside is more than a campaign_ it_s our global point of view as we architect the future of the brand_” said Richard McLeod_ Global CMO of Merrell_ in a statement.
“For 45 years_ we_ve built the world_s most trusted hiking boots. Now we_re expanding that purpose: to help people unlock clarity_ connection_ and momentum_ simply by stepping outside. This belief guides how we design products_ shape culture_ and empower the next generation of outdoor creators.”
The global campaign_ developed with Uncommon Creative Studio_ aims to capture the physical and emotional shift that occurs when people step from indoors to the outdoors. Challenging traditional outdoor advertising that focuses on extreme adventure_ the campaign highlights the simplicity and accessibility of nature_ presenting the outdoors as something immediate and available to everyone.
Through a series of short stories featuring everyday moments of connection_ resilience_ and reflection_ the campaign illustrates how meaningful outdoor experiences can begin with a single step. It will be launched globally across social_ digital_ and connected TV platforms.
In addition to the global brand platform_ Merrell is also launching a new program to support aspiring designers and expand access to footwear and product design. Developed in collaboration with the Virgil Abloh “Post-Modern” Scholarship Fund_ the Fashion Scholarship Fund_ and Pensole Lewis College of Business and Design_ the _Merrell Outside: Futures Project_ aims to offer new pathways into the industry with the outdoors serving as a source of creative inspiration.
Through a nature-driven design curriculum and apprenticeship opportunities within Merrell_s design studio_ the programme will support aspiring designers in developing ideas into performance-focused products and storytelling.
“Virgil Abloh_s vision was to create pathways for talented individuals who have historically been excluded from creative industries_” said Peter Arnold_ Executive Director at Fashion Scholarship Fund_ in a statement. “Partnering with Merrell expands access_ education_ and real-world opportunity for emerging designers.”