Merrell Signals Change with Launch of 'Do What's Natural'

New Platform Focuses on Removing Barriers to Enjoying the Outdoors

Feb 26, 2016, 09:34 ET from Merrell

ROCKFORD, Mich., Feb. 26, 2016 /PRNewswire/ -- Today leading outdoor performance brand, Merrell, announces its new integrated brand platform 'Do What's Natural.' The platform will debut with a new integrated marketing campaign, including traditional advertising and consumer activation through social media, ambassadors, and partnerships. Merrell's new rallying cry speaks to the individual outdoor instinct in each of us and will inspire young-at-heart adventurers to make the outdoors their own.

"For 35 years we have been making the best outdoor products in the industry and we are now making the largest investment we have ever made to tell that story through 'Do What's Natural,'" said Linda Brunzell, chief marketing officer.  "Our messaging, content, and product will be focused on our belief that nothing should get in the way of enjoying active outdoor adventures."

The 'Do What's Natural' platform will expand across all marketing channels with: 

  • A rich social and advertising campaign encouraging our young-at-heart-adventurer consumers to make the outdoors their own by doing what feels right/natural. Our messaging will contain a balance of wit and grit that represents the performance and playfulness consumers associate with the Merrell brand.
  • The development of a Global Ambassador Team, who embody their love for the outdoors through their work, for strategic activations to help share the brand story with new adventurers.
  • The multi-year global partnership with the world's largest event series, Tough Mudder. In the spirit of Merrell's commitment to bringing outdoor experiences to wide and new audiences, the partnership will unite two brands with worldwide communities of outdoor enthusiasts who value teamwork, fun, unique experiences along with physical and mental challenges.
  • A redesigned launch of and Merrell stores, will feature a cohesive new design that highlights meaningful and engaging content that brings the Merrell story to life and enhances the consumer experience both in-store and online.

"With our 'Do What's Natural' integrated campaign, we want consumers to experience Merrell - anytime, anywhere," said Linda Brunzell. "We will provide a first-in-class experience at every touch point and will engage with our consumers like never before."

Merrell is proud to introduce its new brand platform, 'Do What's Natural', across all Merrell owned channels and marketing efforts. The new brand platform will launch in early March.

Merrell® believes that nothing should get in the way of enjoying active outdoor adventures.  Merrell hiking boots, trail running shoes and apparel are built on Merrell's outdoor heritage, quality and performance. The trail is the core of our design philosophy and has continued to guide us in the development of innovative products that inspire and enable enjoyment of the outdoors.

With a commitment to service and product excellence, Wolverine World Wide, Inc. is one of the world's leading marketers of branded casual, active lifestyle, work, outdoor sport, athletic, children's and uniform footwear and apparel.  The Company's portfolio of highly recognized brands includes: Merrell®, Sperry®, Hush Puppies®, Saucony®, Wolverine®, Keds®, Stride Rite®, Sebago®, Chaco®, Bates®, HYTEST®, and Soft Style®.  The Company also is the global footwear licensee of the popular brands Cat® and Harley-Davidson®.  The Company's products are carried by leading retailers in the U.S. and globally in approximately 200 countries and territories.  For additional information, please visit our website,

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Contact: Teona Ostrov,

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SOURCE Merrell