It Starts Outside

On March 2, 2026, Merrell introduced It Starts Outside—a campaign designed to be the brand’s new north star. More than a slogan, it marked a reframe, honouring what Merrell is while redefining where it’s headed.

The destination? Not just the great outdoors, but a broader, more accessible outside.

I translated the It Starts Outside campaign across Merrell’s North American digital touchpoints. Spanning site, email, and social, I developed cohesive copy that bridged brand and business—grounded in the simple yet motivating idea: get outside.

Leading up to the It Starts Outside campaign launch, Merrell gave all of its online storefronts a visual identity refresh.

I wrote the headline Feel the Shift as a nod to the brand reset, tying the updated look with the seasonal shift into spring—when customer intent starts to grow.

I updated sitewide copy to reflect this renewed tone of voice, by carefully balancing Merrell’s 45 year legacy with how the brand was evolving.