It Starts Outside: Take the First Step Toward Your Future
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Posted By: P C on March 17, 2026 Today, life is increasingly defined by screens, speed, and constant connection, Merrell, the global leader in outdoor footwear, is making a deliberate shift in perspective. For its 45th anniversary, the brand is introducing “It Starts Outside,” a global platform that reframes the outdoors as a distant destination, and an immediate and essential part of everyday life—one that begins just beyond the front door. “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. This belief guides how we design product, shape culture, and empower the next generation of outdoor creators.” A Different Kind of Outdoor Story For decades, the visual language of outdoor brands has been defined by extremes: sweeping mountain ranges, remote trails, and athletes pushing their limits against the elements. Merrell’s new direction softens that narrative. In its latest campaign, the focus is on moments like a runner finding rhythm on a neighborhood path, or two people walking side by side, discovering connection in motion. The scale is smaller, but the meaning is profound. The idea is simple: the outdoors doesn’t have to be earned. It’s already there. By stripping away the grandeur often associated with nature, Merrell reframes it as something immediate and accessible—a space available to anyone willing to take a step. The Power of a Small Shift At the heart of “It Starts Outside” is a belief in transformation—not the kind that requires days off or distant travel, but something quieter and more immediate. A change in mindset. A reset of energy. A moment of clarity in an otherwise crowded day. It’s a message that resonates in a time when life is increasingly lived through screens and notifications. The outside, in this context, becomes more than a setting—it becomes a counterbalance. Merrell’s campaign captures that shift with restraint. There’s no rush, no spectacle. Just the subtle, almost physiological change that happens when inside becomes outside. It’s a feeling many recognize, but rarely stop to name. Opening the Door Wider The new platform also signals a broader invitation. By redefining the outdoors as something close and attainable, Merrell is expanding who gets to see themselves in the story--No experience required. No special destination needed. This approach reflects a growing desire for inclusivity in how participation is defined. The outdoors, in this telling, is not about conquering terrain, but about connecting with it in ways that feel personal and possible. Whether it’s a city sidewalk, a local park, or a patch of grass, the message remains the same: it counts. Expanding Access Through Design Despite the outdoor industry’s cultural reach, pathways into footwear and product design remain narrow—especially for nontraditional and underrepresented talent. As part of its new platform, Merrell is addressing this gap through the Merrell Outside: Futures Project, a long-term commitment to expanding access and opportunity for emerging designers. Developed in collaboration with the Virgil Abloh™ “Post-Modern” Scholarship Fund and administered by the Fashion Scholarship Fund in partnership with Pensole Lewis College of Business and Design (PLC Detroit), the initiative positions the outdoors as a creative engine that informs experience and design. At its core are two key pillars. A nature-driven creative curriculum, built with Pensole Lewis College of Business and Design president, Dr. D’Wayne Edwards, encourages participants to translate insights from the outside into performance and cultural expression. Alongside this, impact apprenticeships offer select designers the opportunity to work within Merrell’s own design studio, transforming inspiration into real-world product and storytelling. As Peter Arnold, Executive Director of the Fashion Scholarship Fund, says, the program builds on Virgil Abloh’s vision of creating pathways for those historically excluded from creative industries—expanding access, education, and hands-on experience for the next generation of talent. As Merrell steps into this new chapter, the shift is clear. It is no longer just a brand built on trails and terrain, but one rooted in everyday experience. Performance remains part of the story, but it now shares space with something more human: the desire to feel better, think clearer, and reconnect—even briefly—with the world beyond the walls. “It Starts Outside” feels less like a declaration and more like a reminder that sometimes, the smallest step—a simple move from inside to out—is enough to change the course of a day. As the campaign unfolds, it promises to inspire a new generation of outdoor enthusiasts and creators. 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P C
Publicist, PCPR Communications Member Since May 2024 |
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