Merrell Launches the It Starts Outside Campaign
Edited by Kanesa David — March 9, 2026 — Marketing
This article was written with the assistance of AI.
References: merrell & retaildive
Merrell launched a global brand platform called It Starts Outside, repositioning the hiking-boot maker as an outdoor lifestyle brand and featuring a 30-second hero spot created with Uncommon Creative Studio. The campaign showcased diverse consumers taking first steps into accessible outdoor moments, with appearances by ambassador Alexi Pappas and visually impaired marathoner Lisa Thompson.
Alongside the campaign, Merrell introduced the Merrell Outside: Futures Project, a program developed with the Virgil Abloh "Post-Modern" Scholarship Fund, Fashion Scholarship Fund, and Pensole Lewis College of Business and Design, offering curriculum and apprenticeships to aspiring designers. The rollout spans social, digital, and connected TV and ties into Wolverine Worldwide’s broader growth strategy.
For consumers, the platform reframes nature as an immediate refuge from digital overload and signals shifts in products and culture toward everyday outdoor inclusion. The Futures Project also aims to expand entry points into footwear design, aligning brand storytelling with tangible access initiatives.
Image Credit: Merrell
Alongside the campaign, Merrell introduced the Merrell Outside: Futures Project, a program developed with the Virgil Abloh "Post-Modern" Scholarship Fund, Fashion Scholarship Fund, and Pensole Lewis College of Business and Design, offering curriculum and apprenticeships to aspiring designers. The rollout spans social, digital, and connected TV and ties into Wolverine Worldwide’s broader growth strategy.
For consumers, the platform reframes nature as an immediate refuge from digital overload and signals shifts in products and culture toward everyday outdoor inclusion. The Futures Project also aims to expand entry points into footwear design, aligning brand storytelling with tangible access initiatives.
Image Credit: Merrell
Trend Themes
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Everyday Outdoor Inclusion — Reframing nature as an immediate refuge from digital overload opens opportunities for products and services that integrate outdoor experiences into daily urban routines.
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Brand-led Educational Pipelines — Partnerships between brands and scholarship programs create novel pipelines that blur lines between marketing and talent development in design fields.
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Inclusive Outdoor Storytelling — Featuring diverse and differently-abled ambassadors signals potential for inclusive storytelling platforms and assistive outdoor technologies tailored to broaden participation.
Industry Implications
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Footwear and Apparel — Merrell’s shift toward lifestyle positioning suggests room for modular, multifunctional footwear lines that bridge performance and everyday wear.
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Media and Advertising — The campaign’s cross-channel rollout highlights demand for narrative-driven advertising formats that translate social storytelling into measurable consumer engagement.
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Education and Workforce Development — Curriculum-integrated apprenticeships affiliated with brands indicate evolving models of vocational education that directly pipeline industry-ready talent.
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