Founded in 1981, Merrell is a global leader in outdoor footwear, known for its commitment to performance, durability, and comfort. The brand designs products that inspire people to explore the outdoors, offering innovative hiking boots, trail running shoes, and casual footwear.
Merrell’s focus on inclusive design and cutting-edge technology has made them a trusted choice for adventurers of all levels, promoting the belief that everyone should have the freedom to enjoy the trail.
The Challenge
Merrell tasked Brandwave with deepening their connection with the B2B outdoor and adventure community by amplifying their commitment to giving back. The challenge was to effectively showcase their charitable initiatives – namely The Merrell Hiking Club and The Merrell Fund – in a way that resonated with diverse audiences, reinforced their brand values, and inspired meaningful engagement in the outdoor space.
The Result
To address Merrell’s brief effectively, Brandwave crafted a creative, impact-driven strategy that highlighted Merrell’s core values, resonated with their target audience, and fostered meaningful engagement. The focus was on authentically positioning Merrell as a leader in diversity, inclusivity and sustainability within the outdoor industry.
Off Grid: On Topic
Brandwave introduced Off Grid: On Topic, a B2B series uniting Merrell’s diversity and inclusion initiatives under one banner. It served as a foundation for compelling storytelling, strategic event activations, and thought leadership.
Kendal Mountain Festival
Brandwave launched Coffee Bar LIVE at Kendal Mountain Festival 2024, sparking vital conversations on outdoor inclusivity. The live panel featured voices like Marlon Patrice (We Go Outside Too) and Emily & Lucy (Soft Girls Who Hike), driving community-focused dialogue both in-person and via podcast.
Sport & Outdoor Leaders Forum
Hosted at Merrell’s London HQ, this exclusive forum gathered industry leaders for discussions on outdoor engagement. Highlights included an Urban Guided Hike with Carla Khouri (The Merrell Hiking Club), a Wolverine HQ tour, and a networking dinner, solidifying Merrell’s role as a thought leader.
Blue Earth Summit
At this sustainability-focused event, Merrell’s presence included a 5K guided run showcasing new performance footwear, engaging 40+ participants. Tim Selby represented Merrell on a sustainability panel with leaders from Finisterre, Kendal Mountain Events, and Sweaty Betty, reinforcing the brand’s eco-conscious commitment.
ISPO
At one of the world’s largest outdoor industry gatherings, we secured Merrell a spot on a high-profile sustainability panel alongside Patagonia and Sympatex. Additionally, Daniel Macaulay led a BrandLAB session on ‘The Status of Sustainability’, enhancing Merrell’s industry influence.
Podcasts & Thought Leadership
To extend Merrell’s reach, Brandwave arranged features on leading podcasts like Sports + Outdoor Mentors and SPUZZINESS, offering deep dives into sustainability, accessibility, and brand purpose, broadening Merrell’s impact beyond live events. Through these initiatives, Brandwave positioned Merrell as a key voice in the outdoor industry, driving authentic connections and reinforcing its leadership in inclusivity and sustainability.
”We have made a great start working with Brandwave in 2024, they bring enormous energy and a plethora of industry connections to our partnership.
The Brandwave team have forced us to look differently at our external B2B comms and to amplify some of the great projects that we already had within our Merrell brand.
We’re building on this partnership with Brandwave in 2025 with even more impactful activations and generating stronger connections throughout the sport and outdoor industries.
Jonathan QuintProduct & Marketing Director EMEA - Merrell
