Merrell

Merrell had long been a trusted brand among outdoor enthusiasts, offering high-quality footwear and apparel for hiking, trail running, and other outdoor activities. However, the company noticed that their social media presence wasn't reaching as wide an audience as they would like, and they wanted to create a new brand platform to make their brand more accessible to people of all backgrounds and experiences.

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To achieve this goal, we helped Merrell concept a new platform and campaign strategy that focused on the idea that the outdoors is a place where anyone can work out and connect with nature, regardless of their race. fitness level or previous outdoor experience. The campaign featured a diverse group of athletes and influencers sharing their stories and experiences of using the outdoors as their gym and inviting others to learn and without barriers by joining them.

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To make the campaign more inclusive, Merrell partnered with a number of organizations that focus on promoting diversity and inclusivity in the outdoors, such as Brown People Camping and Latino Outdoors. These partnerships helped show Merrell how to connect with new audiences and to showcase the wide range of people who love spending time outside.

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We also used social media influencers who represented a diverse range of backgrounds and experiences, including people of color, LGBTQ+ individuals, and people with disabilities.

By showcasing these influencers, Merrell would be able to highlight the fact that the outdoors is a space for everyone, regardless of their identity or background. More importantly, the campaign helped to break down some of the barriers that prevent people from connecting with the outdoors, and showed that the outdoors is a place for everyone.