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

Merrell is celebrating its 45th anniversary with the launch of its inaugural global brand platform, titled “It Starts Outside.” This initiative, developed by the Wolverine Worldwide-owned outdoor brand, aims to inspire more individuals to engage with the outdoors. The campaign stems from the belief that even small interactions with nature can significantly influence personal well-being and perspective.

Richard McLeod, Chief Marketing Officer of Merrell, emphasized that the campaign seeks to redefine the concept of the outdoors. He noted that it should not be perceived solely as remote or challenging terrain but rather as an accessible part of everyday life. “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,” McLeod explained. The goal, he added, is to ensure everyone feels welcome to partake in the outdoor experience.

Campaign Highlights and Human Stories

The “It Starts Outside” campaign features three short vignettes produced in collaboration with Uncommon Creative Studio. These narratives highlight various ways individuals connect with nature in their daily routines. For instance, one vignette showcases Merrell athlete and Olympian Alexi Pappas hiking alongside visually impaired marathon runner Lisa Thompson. Their journey illustrates the importance of community and the chance to disconnect from the noise of modern technology.

McLeod pointed out that Pappas’ involvement reinforces the brand’s heritage while also capturing the profound impact of outdoor experiences. “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,” he stated. The collaboration with Thompson demonstrates how the outdoors serves as a realm for discovery and confidence, echoing the essence of hiking as a means of renewal and resilience.

Throughout 2023, Merrell plans to expand this storytelling approach across various channels, focusing on human-interest narratives while continuing to showcase its core hiking products.

Expanding Opportunities in Outdoor Design

An additional component of the campaign is the launch of the “Merrell Outside: Futures Project.” This initiative aims to provide greater access and opportunities for aspiring designers, encouraging them to draw inspiration from the outdoors as their creative foundation. This project has been developed in partnership with the Virgil Abloh “Post-Modern” Scholarship Fund, which is administered by the Fashion Scholarship Fund and Pensole Lewis College of Business and Design.

McLeod described these organizations as “natural partners” for this initiative, highlighting their shared commitment to expanding access to design education, particularly 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, reiterated the importance of this collaboration, saying, “Partnering with Merrell expands access, education, and real-world opportunity for emerging designers.”

The core of this initiative is about shaping the future. McLeod emphasized the need to invest in next-generation creative talent, especially those historically underrepresented in footwear and outdoor design. “By investing in next-generation creative talent, we’re expanding who gets to shape what the outside looks like in the future,” he added.

Merrell’s “It Starts Outside” campaign is set to roll out globally across social media, digital platforms, and connected television this month. As the brand embarks on this new journey, it aims to break down barriers and invite a broader audience to experience the joy and benefits of the outdoors.