Most outdoor brands spoke to people who already saw themselves as outdoorsy. A category that often felt hardcore and intimidating, leaving out anyone who never thought nature was “for them.”

To launch Merrell’s new line of everyday sneakers, designed for everyday things, we let nature speak for itself and met people where they already were: indoors, burned out, and desk-bound during the 2 p.m. slump. Our call was low-effort, high-reward. Just 20 minutes outside can reduce stress, sharpen focus, and boost creativity.

People answered. They actually went outside. And Merrell opened the door to an entirely new consumer base.