It Starts Outside™

On March 2nd 2026, Merrell launched It Starts Outside—a brand campaign that introduced a new north star. More than a slogan, it marked a reframe, honouring what Merrell is while redefining where it’s heading.

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 wrote 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 homepage 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.

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