Challenge

Merrell needed to reposition its brand to attract a younger, active consumer without alienating it's core consumer base. The brand had reached a plateau with sales and to move forward we needed to look at all aspects of the brand and align our global teams toward one goal and vision for the brand.

Approach

We needed to understand not only our core consumers, but the consumers we needed to reach. This required a full review of current consumer profiles, new insight research and an evaluation of our product mix. To gain alignment globally we focused on a singular product story to tell across all channels. The selected product was a trail running shoe unlike any made at the time. By integrating new trail protection technology into a more comfortable shoe, we gave new consumers the perfect mix of protection and comfort so they could go all out on the trail.

Outcome

By developing a new brand strategy and positioning, we were able to introduce a consistent message and look to the market through the launch of the All-Out trail running collection. Through internal and external communications, Merrell aligned it's global marketing initiatives for the first time in many years. The work culminated in a global sales presentation with a live event held at the Grand Rapids Art Museum in Grand Rapids, MI.