Merrell, the global leader in outdoor footwear, introduces It Starts Outside, a new global brand platform celebrating the transformational benefits of time being spent outside. Marking the brand’s 45th anniversary, the platform repositions that outside doesn’t have to mean a big adventure, but as a simple, accessible way to find clarity, creativity, connection and wellbeing – available the second you step out your front door.
At a time when people across the globe feel overwhelmed, digitally fatigued and swept up in fast-pace routines, Merrell is championing a simpler message: the outdoors begins right here and taking even a few steps can shift how we think and feel.
“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.”
How the creative expression comes to life
Developed with Uncommon Creative Studio, the campaign breaks from the traditional outdoor marketing that prioritisses summit shots and extreme adventure. Instead, it focuses on the relatable, everyday shift people experience when they transition from inside to outside – whether that’s stepping into a nearby park, walking the dog before work or setting off on a local trail.
Three short vignettes dive into the many ways people experience the outside today – showing how that shift can start the moment you walk out your front door. From Merrell athlete and Olympian Alexi Pappas hiking alongside visually impaired marathon runner Lisa Thompson to find community, to building personal perserverance through everyday trail running and taking a quiet moment away from constant digital noise by simply stepping onto the gross outside your home. Each story highlights the simple, relatable ways people stay connected to the outside in their daily routines.
The campaign will run across social, digital and connected TV throughout 2026.
Bringing the campaign to life through The Merrell Hiking Club
As It Starts Outside rolls out across Europe, Merrell is grounding the campaign in real, local experiences through the Merrell Hiking Club. A female-led community created to break down barriers and make outside feel more accessible, inclusive and joyful. Originally founded to help women explore nature at their own pace and in a safe, supportive environment, the club has grown into a celebrated community and events platform that champions connection, confidence and creativity outside.
In 2026, the Merrell Hiking Club expands is presence across Europe with a strengthened programme designed to bring the new brand platform to life. Through carefully curated hikes, skills workshops and community building events, the club reflects the heart of It Starts Outside; big shifts beginning with small steps outside. Whether it’s gaining confidence on a new trail, meeting new people, learning new skills or simply taking a moment away from daily pressures, the club shows how powerful and transformative accessible experiences outside can be.
This year, the Merrell Hiking club will continue to focus on meaningful, high-impact experiences from immersive group hikes and multi-day adventurers that blend movement with learning, creativity and wellbeing. A highlight of the calendar will be MHC Start Outside Day, a new flagship event designed to celebrate the commumity, boost inspiration and bring the platform’s message to life.
By offering accessible entry points to the outside and championing a more inclusive, diverse culture, the club acts as the living expression of the new brand platform. Every story, of courage, friendship and self-discovery shared within the community that reinforces a simple truth; It Starts Outside.
What comes next
It Starts Outside will continue to roll out globally throughout 2026, guiding Merrell’s innovation, cultural storytelling and impact intiatives.
