Outdoor brands love talking to people who already think of themselves as outdoorsy. So we went after everyone else, opening Merrell up to an entirely new audience.

To launch the brand’s new line of everyday sneakers, we met that often-overlooked crowd right where they were: desk-bound, burned out, and staring at screens during the midday slump. The ask wasn’t extreme. Just 20 minutes outside. Enough to reduce stress, sharpen focus, and boost creativity.

The people who never thought nature was for them? They actually went outside. And Merrell started feeling less hardcore and intimidating, and more inviting. More like a brand for everyone.