Merrell
Merrell sought to create lightweight, durable hybrid shoes that perform across terrain and environments in ways sneakers can’t. The Nova 2 and Antora 2 were born from this vision. To bring this story to market, we crafted an energetic campaign that reinforced Merrell’s place on the trail, setting it apart from traditional athletic brands.
Project Details
Industry
Outdoor — Apparel and Equipment
Type
Campaign
Role
Creative Director
Made At
Team
Steve Flood, Executive Creative Director
Matt Davis, Executive Creative Director
Amber Geiger, Producer
Rafael Astorga, Photography
Case Study
Merrell
Opportunity
Trailblazing Against the Tide
Reinforcing Merrell’s Position in a Crowded Outdoor Market
As competition intensifies in the outdoor footwear market, with challengers like Hoka, On Running, and Solomon vying for retail space, Merrell needed to reaffirm its leadership in the space. The introduction of the men’s Nova 2 and women’s Antora 2 trail trail shoes presented an opportunity to redefine the brand. The goal was clear: create a visually compelling campaign that resonated in both retail environments and across digital channels. The challenge? Shifting consumer perceptions of Merrell to the benchmark of rugged, high-performance outdoor footwear.
Solution
Beyond the Ordinary
Bridging studio creative with raw, untamed energy.
At the heart of the campaign is an unapologetic embrace of nature’s wild power and beauty. The goal was to reignite Merrell’s legacy as the true leader in the outdoor space, positioning its footwear as more than just a product— but as an extension of ourselves, built for those who push their bodies through untamed environments. We defined the wild as Merrell’s domain—a terrain where traditional athletic shoes fall short, but Merrell’s footwear thrives. The campaign captured the bold, unyielding spirit of the outdoors, framing Merrell as the footwear of choice for those who seek adventure beyond the boundaries of groomed trails.
Heart of the Campaign
The energy of Merrell’s ambassadors—the athletes and adventurers who embody the brand—was central to this campaign. We captured these individuals in motion, blending their athleticism with the raw beauty of nature. Shot in a controlled studio environment, we placed our ambassadors against projected wild landscapes, fusing their energy and movement with the ruggedness of the natural world. This unique approach brought the outdoors into the studio, amplifying the power and performance of Merrell footwear.
Merrell Brand Ambassadors / Athletes
Mirna Valerio
Dan Kosick
Will “Akuna” Robinson
Heather Laptalo
Outcome
Wildly Effective
Strengthened product recall and preference, driving higher engagement and traffic.
The campaign successfully positioned Merrell’s Nova 2 and Antora 2 trail and hiking shoes within the competitive outdoor footwear market, highlighting their performance and mile-after-mile comfort. Key achievements included:
Increased social media engagement and positive sentiment
Growth in new followers and website traffic
Enhanced visibility and appeal in retail spaces
Stronger brand recall and preference among outdoor enthusiasts
