Merrell Launches First Global Platform ‘It Starts Outside’ for 45th Anniversary

Merrell is celebrating its 45th anniversary by asking people to take a single step outside.

The outdoor footwear brand has unveiled "It Starts Outside," its first-ever global brand platform.

It's designed to reposition the company beyond hiking boots and into a wider outdoor lifestyle space.

At a time when many consumers feel digitally drained and overstimulated, Merrell wants its consumers to know that the outdoors can serve as a sweet, accessible break from the screens.

However, it frames this activity not as an extreme sport, but as something immediate and accessible.

“It Starts Outside is more than a campaign; it’s our global point of view as we architect the future of the brand,” said Richard McLeod, Global CMO of Merrell.

“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.”

Created in partnership with Uncommon Creative Studio, the platform challenges category norms that often spotlight remote peaks and elite athletes.

Instead, Merrell chose to focus on the simple act of crossing your front door.

Over time, this platform is expected to shape everything from product design to community efforts, strengthening Merrell’s evolving brand identity.

Step Into the Great Outdoors

The hero film captures the subtle physiological and emotional shift that happens when someone moves from indoors to outdoors.

Instead of dramatic summit shots, viewers see grounded, relatable moments.

Three short vignettes set to launch this March expound on this idea.

In one, Merrell athlete and Olympian Alexi Pappas hikes alongside visually impaired marathon runner Lisa Thompson, emphasizing shared experience and community.

Another story focuses on everyday trail running as a tool for personal perseverance.

Lastly, a third shows someone disconnecting from constant notifications and finding relief by simply stepping onto the grass outside their home.

Beyond the commercials, Merrell is backing its brand message with structural investment.

The "Merrell Outside: Futures Project" was developed with the Virgil Abloh “Post-Modern” Scholarship Fund.

It is also administered by the Fashion Scholarship Fund and Pensole Lewis College of Business and Design.

Ultimately, the effort aims to make footwear design careers more accessible.

“Virgil Abloh’s vision was to create pathways for talented individuals who have historically been excluded from creative industries,” said Peter Arnold, Executive Director at Fashion Scholarship Fund.

“Partnering with Merrell expands access, education, and real-world opportunity for emerging designers.”

The initiative includes a nature-driven design curriculum built with Dr. D’Wayne Edwards, as well as apprenticeships inside Merrell’s design studio.

Participants will translate inspiration from the outdoors into performance products and storytelling.

Merrell, owned by Wolverine World Wide, reported an annual revenue of $648.9 million in 2025. 

Why Merrell's Call to Step Outside Works

Merrell is teaching us a lesson in making heritage a forward motion. Marketers, take note: 

• Anniversary milestones can anchor a strategic reset when you tie them to a clear future-facing platform.
• Category conventions are worth challenging when they limit accessibility and everyday relevance.
• Investment in education and apprenticeships can turn purpose-driven messaging into measurable action.

Now, it's up to Merrell to consistently connect product innovation, storytelling, and opportunity under one unified direction in the years ahead.

Our Take: Can a Step Outside Make an Impact?

I like that Merrell didn’t chase the grandiose imagery of mountain tops, summits, and the grind of a long and winding hike. 

Just a door, a step, and the quiet shift that happens when fresh air hits your face. 

This is what the campaign is all about, and those who are familiar with the high of being around nature will surely relate.

The brand bets on the small moments to carry big meaning, and I think that’s a gamble worth taking.

If the brand can back this up with products that genuinely serve everyday explorers, the platform will extend naturally into trails, sidewalks, and weekend escapes.

The best ideas start with real human insight. These top creative firms design work that feels immediate, tactile, and emotionally precise.