# Dynamic Outerwear Holiday Campaigns Merrell Runs Its Holiday 2026 Campaign — 'Gift the What If' By Kalin Ned | Published 2026-10-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/holiday-2026-campaign References: [merrell](https://www.merrell.com/US/en/merrell-holiday-guide/)  Merrell has unveiled its holiday 2026 campaign — aptly titled 'Gift the What If' — which reframes seasonal gifting as an invitation to step beyond routine and into unexpected experiences. Shot by Elliot James Kennedy in Queenstown, New Zealand, with styling by Estelle Schueler and production by See Me, the 'Gift the What If' initiative uses outdoor settings to suggest where new experiences, connections, and discoveries begin. Merrell organizes the holiday 2026 campaign around three thematic expressions, including Cold Weather Core, Cozy Collection, and Winter Performance. Cold Weather Core focuses on rediscovering [familiar city places](https://www.trendhunter.com/trends/merrell-get-outside) and following curiosity, with highlighted products including the [Moab 3 Mid Waterproof](https://www.trendhunter.com/trends/waterproof-outdoor-collection) and Jungle Moc. Cozy Collection ties warmth to the confidence to embrace winter, featuring the Encore Ice 5 and Hut Moc Slide 2 Cozy, while Winter Performance emphasizes capability and confidence through winter conditions, spotlighting the Coldpack Thermo Mid Waterproof and Siren 4 Thermo Lace Waterproof. Image Credit: Elliot James Kennedy ## Trend Insights (Trend Hunter) - Score: 7.2/10 - Popularity: 75% | Activity: 42% | Freshness: 100% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Experience-led Gifting:** Seasonal campaigns are shifting from product utility to aspirational experiences, creating space for brands to package goods as gateways to exploration, connection, and personal discovery. - **All-weather Lifestyle Positioning:** Outerwear and footwear labels are blending urban familiarity with outdoor capability, opening new value around products that serve both everyday routines and spontaneous winter adventures. - **Thematic Product Storytelling:** Curated collections organized around moods, climates, and use cases allow brands to simplify choice while building richer emotional associations across performance and comfort categories. ### Where This Applies - **Outdoor Apparel:** Adventure-focused clothing and footwear brands can differentiate through campaigns that frame technical gear as part of broader seasonal identity and experiential aspiration. - **Retail Marketing:** Holiday merchandising gains relevance when product assortments are connected to narrative themes that reflect consumer desires for warmth, confidence, and novelty. - **Travel and Tourism:** Destination-driven visuals in lifestyle campaigns create crossover potential between gear brands and tourism markets by linking products to memorable places and outdoor discovery. ## Related on Trend Hunter - [Trail-Informed Footwear](https://www.trendhunter.com/trends/merrell-1trl-ss26.md) - [Weatherized Hiking Shoe Collabs](https://www.trendhunter.com/trends/speedarc-matis-goretex.md) - [Outdoor Lifestyle-Focused Gear Capsules](https://www.trendhunter.com/trends/gear-and-apparel.md) - [Telephone Game-Inspired Fashion Lines](https://www.trendhunter.com/trends/bunny-emblem.md) - [Luxury Winter Footwear](https://www.trendhunter.com/trends/moncler-fw26.md) - [Technical Footwear Series](https://www.trendhunter.com/trends/merrell-x-pam.md) - [Outdoor Lifestyle Brand Platforms](https://www.trendhunter.com/trends/it-starts-outside.md) - [Urban-Outdoor Slides](https://www.trendhunter.com/trends/slide-x-ymc.md) - [Modern Urban Living Outwear](https://www.trendhunter.com/trends/modern-urban-living.md)