In the latest iteration for the ‘add your own scenery’ campaign stays true to keeping the brand neatly straggling the line between fashion and performance. Rather than hanging their models off a cliff to show that these are products born for the great outdoors, Merrell unashamedly show the product as a fashion shot and then add the rugged scenery to reinforce its heritage.

Merrell now have their first consistent global campaign running in their 30 year history. Brand awareness has increased from 34% to 49% across 2 seasons. And they have a campaign that is a good as any in the category.