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Merrell Aims to Invite More People Outside Through New Brand Platform

Merrell is celebrating its 45th anniversary by unveiling the global brand platform “It Starts Outside,” which reframes outdoor activity as everyday and inclusive. The campaign, produced with Uncommon Creative Studio, features short vignettes starring Olympian Alexi Pappas and visually‑impaired marathoner Lisa Thompson to showcase diverse ways people engage with nature. A parallel “Merrell Outside: Futures Project” will fund under‑represented designers through the Virgil Abloh Post‑Modern Scholarship Fund. The initiative will roll out globally across social, digital and connected TV this month.