The Merrell Hiking Club is a women-centric group that provides a sense of community and a connection to the great outdoors. To kick off the community in the United States, Merrell partnered with Erin McGrady, Tiare Bowman, and Shana Joseph to engage those who love hiking.
To support the launch of the Merrell Hiking Club, the brand introduced the second generation of its leading women's hiking sneaker, Bravada. The Bravada 2 is equipped with innovative features, this footwear design introduces a wider toe box, additional arch support, a narrower heel, plus recycled materials across the laces, webbing mesh lining and removable EVA foam. With this hiking shoe and its new outdoor club, the brand recognizes and remedies the fact that "Women have been largely underrepresented in the outdoor space."
Women-Centric Hiking Clubs
The Merrell Hiking Club Provides Community & Connection to the Outdoors
Trend Themes
1. Women-centric Outdoor Communities - Brands should innovate their services and products to cater to the underserved female outdoor community.
2. Innovative Hiking Footwear Design - Brands should develop hiking shoes with innovative features, such as wider toe boxes, additional arch support, and recycled materials, to cater to the female market.
3. Sustainable Outdoor Gear - Brands should incorporate sustainable materials in their outdoor gear for females who care about sustainable practices.
Industry Implications
1. Outdoor Recreation - Outdoor recreation companies can develop and cater to women-centric outdoor communities and create innovative products for women.
2. Athletic Footwear - Athletic shoe companies can create innovative designs for female hiking shoes, such as wider toe boxes, additional arch support, and sustainable materials, to cater to the female market.
3. Sustainable Manufacturing - Manufacturers can develop sustainable materials and practices for outdoor gear for women to appeal to the conscious, female consumer.