Grounded in the Transformative Power of the Outside, the Platform Launches With A Global Brand Film and Merrell Outside: Futures Project, Investing in the Future of Outdoor Creativity and Design
To commemorate its 45th anniversary, Merrell has introduced “It Starts Outside,” an innovative global brand platform. This initiative is rooted in the idea that “even a few steps outdoors can profoundly impact how people think, feel, and connect.” Far exceeding a typical marketing campaign, “It Starts Outside” aspires to be a cultural movement, redefining the significance of being outdoors in an era increasingly dominated by digital connectivity.
A Fresh Take on Outdoor Engagement
Merrell aims to transform how people perceive the outdoors, promoting it as a space for clarity, personal growth, and creativity. Richard McLeod, Merrell’s Global CMO, articulated this vision, stating, “It Starts Outside is more than a campaign; it’s our global point of view as we architect the future of the brand. For 45 years we’ve built the world’s most trusted hiking boots. Now we’re expanding that purpose: to help people unlock clarity, connection, and momentum simply by stepping outside.”
Creative Launch Campaign
The brand’s new platform launched with a global campaign, developed in collaboration with Uncommon Creative Studio. This initiative focuses on the mental and emotional benefits associated with moving from indoor spaces to outdoor environments. In contrast to typical outdoor marketing that often highlights extreme sports and adventures, “It Starts Outside” emphasizes simplicity and accessibility, asserting that nature is within everyone’s reach.
The campaign features several short vignettes showcasing diverse experiences in natural settings. For example, it highlights Merrell athlete and Olympian Alexi Pappas hiking with visually impaired marathon runner Lisa Thompson, showcasing the power of community. Other stories illustrate personal growth through trail running and the importance of disconnecting from digital distractions to simply enjoy the outdoors.
This campaign is set to roll out across various digital platforms, social media, and connected TV, reinforcing Merrell’s message that the outside world is accessible everywhere.
Empowering Future Designers
In addition to focusing on outdoor engagement, Merrell is committed to nurturing emerging designers through the Merrell Outside: Futures Project. This initiative, created in collaboration with the Virgil Abloh™ “Post-Modern” Scholarship Fund and Pensole Lewis College of Business and Design (PLC Detroit), aims to empower underrepresented individuals in the outdoor design industry.
Key elements of the Merrell Outside: Futures Project include:
- Creative Curriculum: A nature-based design program crafted with Dr. D’Wayne Edwards that encourages aspiring designers to channel outdoor experiences into innovative ideas.
- Impact Apprenticeships: Selected participants will gain valuable hands-on experience within Merrell’s design studio, translating outdoor inspiration into practical, performance-oriented products.
Peter Arnold, Executive Director at the Fashion Scholarship Fund, emphasized the importance of this initiative, saying, “Virgil Abloh’s vision was to create pathways for talented individuals historically excluded from creative industries. Partnering with Merrell expands access, education, and real-world opportunities for emerging designers.”
Future Directions
Launched globally in March 2026, the “It Starts Outside” campaign marks a pivotal moment as Merrell evolves from a well-known hiking brand into a culturally inclusive outdoor lifestyle brand. This fresh creative direction will influence future storytelling, product development, and community engagement initiatives for years to come.
In celebrating its 45th anniversary, Merrell continues to champion the simple yet profound impact of the great outdoors, empowering individuals to connect with nature and each other. As the campaign unfolds, it promises to inspire a new generation of outdoor enthusiasts and creators.
To discover more about this exciting platform and to watch the campaign film, visit Merrell.com/it-starts-outside.
