Merrell launches its first global brand platform, aiming to expand beyond hiking boots into a broader outdoor lifestyle brand.
Merrell, the footwear brand best known for its hiking boots, has introduced its first global brand platform, “It Starts Outside,” as it looks to evolve into a broader outdoor lifestyle brand.
The platform debuts with a global campaign featuring a 30-second hero film that captures people taking their first steps into outdoor experiences. Developed with Uncommon Creative Studio, the campaign will run across social media, digital platforms and connected television worldwide.
The initiative also introduces the Merrell Outside: Futures Project, a program designed to expand access and opportunity for aspiring designers, particularly those from underrepresented communities.
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Reframing the Outdoors
At the center of the new platform is a message aimed at making the outdoors feel more accessible. Rather than presenting nature as a distant adventure reserved for elite athletes, the campaign emphasizes the simple act of stepping outside as a source of clarity and connection.
“For 45 years we’ve built the world’s most trusted hiking boots,” said Richard McLeod, Merrell’s global chief marketing officer. “Now we’re expanding that purpose — helping people unlock clarity, connection and momentum simply by stepping outside.”
The campaign’s hero spot features brand ambassador and Olympian Alexi Pappas alongside visually impaired marathon runner Lisa Thompson, highlighting inclusive outdoor participation.
Expanding Opportunity in Design
Alongside the marketing push, Merrell is launching the Futures Project, developed in collaboration with the Virgil Abloh “Post-Modern” Scholarship Fund, the Fashion Scholarship Fund, and Pensole Lewis College of Business and Design.
The initiative will offer education, mentorship and apprenticeship opportunities aimed at opening pathways into footwear and product design.
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Building on Brand Momentum
The campaign arrives as parent company Wolverine Worldwide continues a broader turnaround strategy driven largely by the growth of Merrell and sister brand Saucony.
Merrell reported 8.4 percent year-over-year revenue growth in 2025, according to the company’s latest earnings report.
“With positive momentum and a strong product pipeline, Merrell is entering the new year with an enhanced marketing strategy and record investment to further elevate the brand,” said Wolverine CEO Christopher Hufnagel during the earnings call.
With “It Starts Outside,” Merrell is betting that the future of the brand lies not just in hiking boots, but in redefining what the outdoors means for everyday consumers.
