Nice Work

Merrell just reframed the $174B outdoor market for the people who don’t like it.

45 years in, the brand known for hiking boots has launched its first-ever global campaign, “It Starts Outside,” to democratize the outdoors.

Their core shopper was predominantly hikers, but the target growth opportunity is much broader.

The outdoor market is ~$174B today and heading toward $229B by 2031.

The big opportunity isn’t in hiking boots. It’s lifestyle.

They’re expanding their audience by targeting people who don’t like the “outdoors.”

As CMO Richard Mcleod said, much of the competitive set romanticizes achievement.

It’s still relevant. But Merrell chose not to lead there.

→ They’re launching the Merrell Outside Futures Project, focused on expanding access and opportunity for aspiring designers.

→ Created with Uncommon Creative Studio, the campaign features three short-form vignettes illustrating the many ways people access the outside in daily life.

→ One vignette shows Merrell athlete and Olympian Alexi Pappas hiking alongside visually impaired marathon runner Lisa Thompson to find community.

→ They’re not talking about the “outdoors.”

→ They’re talking about “outside.”

Shifting brand perception is one of the hardest tasks for a marketer.

This is a great example of what happens when you articulate a clear POV.

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Two Min TikTalk | Burberry

Two Min TikTalk