Merrell is marking its 45th anniversary with the debut of its first-ever global brand platform. “It Starts Outside,” developed with Uncommon Creative Studio, frames the outdoors as an immediate, accessible catalyst for everyday transformation.
The platform launched March 2, 2026, and will roll out globally across social, digital and connected TV throughout the year.
The Michigan-based brand’s creative work pushes against a common outdoor industry convention: the idea that the outdoors is defined by extremes and epic scale, according to a news release. “It Starts Outside” focuses on simplicity, such as the shift in mindset, mood, and energy that happens the moment someone steps outside. The campaign is built around a single step, rather than a mountain summit.
“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, Merrell’s global chief marketing officer who joined the company in February 2025, in a statement. “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. This belief guides how we design product, shape culture, and empower the next generation of outdoor creators.”
Three short-form vignettes accompany the main brand film. One follows Merrell athlete and Olympian Alexi Pappas hiking alongside visually impaired marathon runner Lisa Thompson in search of community. Another traces the quiet resilience built through everyday trail running. A third shows someone stepping onto the grass outside their own home to disconnect from screens and reset. The stories span a range of experiences, none of which require gear lists or long drives to trailheads.
Investing in Future Designers with Virgil Abloh Scholarship Fund
Alongside the campaign, Merrell is launching the Merrell Outside: Futures Project, a program developed with the Virgil Abloh™ “Post-Modern” Scholarship Fund, administered by the Fashion Scholarship Fund and Pensole Lewis College of Business and Design (PLC Detroit).
The initiative targets a gap the brand has identified in the outdoor industry: despite its cultural reach, pathways into footwear and product design remain narrow for underrepresented talent.
The program has two components. The first is a nature-driven design curriculum built with PLC Detroit’s Dr. D’Wayne Edwards, designed to help emerging creators translate insights from the outdoors into performance and culture. The second is an apprenticeship track, placing select participants inside Merrell’s design studio to develop performance-grade product and storytelling.
“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 the Fashion Scholarship Fund, of the designer who died in 2021. “Partnering with Merrell expands access, education, and real-world opportunity for emerging designers.”
What’s Ahead for Merrell in 2026
The brand platform arrives as Merrell heads into a busy year. Merrell secured title sponsorships for both the Skyrunner World Series and a new U.S. national trail running series. The Agility Peak 6, which launched in early 2026, is already tracking ahead of expectations. A new style, the Speed Arc Peak, is planned for summer 2026.
On the retail side, Merrell plans to expand its key city strategy with new locations in London and New York, adding to its existing flagship in Tokyo’s Harajuku district.
Merrell’s full-year 2025 revenue reached $648.9 million, up 8.4% year-over-year. The brand extended its market share gains in U.S. hiking, and DTC returned to growth in Q4. Mid-single-digit revenue growth is expected for the year, supported by new product launches and expanded direct-to-consumer.
Parent company Wolverine Worldwide’s total revenue for 2025 was $1.874 billion, above the company’s own guidance range. Adjusted diluted EPS rose 53.4% to $1.35, and net earnings reached $95.8 million, more than double the $45.2 million reported in 2024.
CEO Chris Hufnagel called the results a sign that the company’s turnaround is taking hold on last week’s earnings call.
“Our biggest brands are growing around the world, direct-to-consumer continues to improve, earnings per share increased meaningfully year-over-year, and I believe we’re finding our footing where we’ve underperformed,” Hufnagel said. “I’m pleased with our progress in transforming the company and encouraged by the momentum we’ve carried into 2026.”
