Merrell’s Chief Marketing Officer aims to expand the brand’s image beyond hiking

Merrell, the renowned outdoors brand known for its hiking boots, is shifting its marketing focus to three core footwear categories — hiking, trail running, and lifestyle — in an effort to attract more customers and boost sales. The brand experienced a surge in demand at the start of the pandemic as people sought outdoor activities, but has since seen a decline in sales as consumers cut back on discretionary spending.

Merrell’s parent company, Wolverine Worldwide, reported a 34.1% decrease in year-over-year revenue for the quarter ending March 30, with Merrell’s revenue down 26.2% year over year. To address these challenges, Wolverine has made executive changes, including appointing a new chief financial officer and restructuring to generate annual savings.

In an effort to reposition the brand as outdoors-first, Merrell’s new Chief Marketing Officer, Pallav Tamaskar, is leading the charge to showcase the brand’s products in various activities and environments. Tamaskar, who has experience with major brands like Procter & Gamble and PepsiCo, aims to appeal to a new consumer demographic he calls the “experience seeker,” who values both form and function in their footwear.

Merrell’s marketing campaigns now feature not only hikers but also trail runners, joggers, and city walkers, reflecting the diverse ways people use their products. The brand’s recent campaign, “Good Things Await,” emphasizes the joy of being outdoors and experiencing nature in a contemporary way, regardless of the setting.

The success of the “Good Things Await” campaign is measured by its ability to attract new buyers, drive brand awareness, and create brand love. Early results show positive feedback from consumers, retailers, and social media, with the Moab Speed 2 becoming one of the brand’s top-selling products.

Looking ahead, Merrell plans to continue its focus on lifestyle elements in its marketing campaigns, showcasing how their products can be styled for everyday wear in urban settings. With over 60% of their consumers living in urban areas, the brand aims to redefine what it means to be outdoors and connect people to nature wherever they are.

In addition to lifestyle campaigns, Merrell will also highlight trail running and hiking activities in their upcoming marketing efforts. By showcasing the versatility and contemporary style of their products, the brand hopes to appeal to a wider audience and expand their reach beyond traditional outdoor enthusiasts.

Overall, Merrell’s strategic shift in marketing focus reflects a commitment to adapting to changing consumer preferences and staying relevant in a competitive market. By emphasizing the joy of outdoor experiences and showcasing their products in diverse settings, the brand aims to attract new customers and drive sales in the coming months.