Outdoor

Gorpcore is Good

TURNING 40 IN 2021, Merrell marked the milestone by riding a wave of elevated interest in outdoor activities sparked by the pandemic. The subsidiary of Wolverine Worldwide continued to grow its top-selling Moab hiking line while launching a new collection to capitalize on the growing gorpcore trend, in which the functional features of an outdoor style are combined with high-fashion elements for crossover to everyday wear.

With millions of people participating in outdoor activities for the first time, Merrell has embraced the newbies through its marketing and new product collaborations. “In 2021, we became more vocal about our brand purpose, which is to share the simple power of being outside with everyone,” says Merrell President Chris Hufnagel. Here, the exec talks about the brand’s efforts of the past year and why the great outdoors were, in fact, great for Merrell. —B.S.

How did 2021 compare to 2020 and pre-pandemic? The outdoors is having its moment during the pandemic. According to the Outdoor Industry Association, 7.1 million Americans ventured out to start participating in outdoor activities in 2020, and in 2021 we saw that interest in Merrell and outdoor activity still holding strong and contributing to our strong growth.

What were some key product highlights of the year? We continued to grow our Moab franchise with the launch of Moab Speed and Moab Flight. Merrell Moab has become the bestselling hiker in the world, and the approach to introducing the Moab Speed was to reflect a more athletic, faster way of hiking with a lightweight, protective hybrid-designed shoe to give any people the physical confidence to tackle any trail. This new launch was a hit with consumers because it enabled them to explore the newest trend of “fast hiking” and the aesthetic of the shoe itself was boldly designed, which also made it stand out from a fashion-forward perspective.

Another highlight was the launch of our 1TRL collection, curated for tastemaker consumers who are leading the fashion trends and driving the explosion of the gorpcore trend. As a result, we are being invited to participate in runway shows with upcoming designers like Louis Gabriel Nouchi.

Collaborations also energized us throughout the year, as we really pushed forward on using our platform to elevate trailblazers who share in our commitment to making the outdoors more inclusive, accessible and welcoming to all. Early in the year, we partnered with Jenny Bruso and @UnlikelyHikers to introduce a new hiking boot collection that celebrated the diversity of the growing hiker fan base. We also tapped into the creative talent of Latasha Dunston to introduce the Outdoors for All collection and drive forward conversations for justice, equity, diversity and inclusion. Latasha’s artwork inspired us to create shoes reflecting the beauty and power behind her message that the outdoors is for everyone.

How else have you embraced new outdoor enthusiasts? We seized the opportunity to take over National Great Outdoors Month with a bold campaign that reinforced “Everything Is Greater Outdoors,” encouraging the industry, media and consumers alike to think differently about what it means to share the simple power of being outside with everyone. From self-care to mental health, music to community, we collaborated and celebrated the virtues of being outdoors by sparking a movement to inspire people to find creative ways to get outdoors, where everything is greater.

In 2021, we also joined forces with Big Brothers Big Sisters (BBBS) to embark on a long-term relationship that will harness the power of being outside and make it more accessible to more youth. We worked closely with BBBS to create life-changing connections for young people with the outdoors, culminating with our Shared Steps campaign in September, which ultimately achieved over 40 million steps that were converted into a substantial donation back to BBBS to further support its ongoing mentorship work and new opportunities to expose kids to the outdoors.

What was the biggest surprise of the year? One thing that has delighted me is the way that Merrell is starting to break into the cultural, from appearing in a Vogue spread shot by Annie Leibowitz to key celebrities and influencers wearing our shoes on and off the trail.

The new @UnlikelyHikers collab celebrated diversity.

Front runner: The Moab Speed GTX, part of Merrell’s top-selling Moab franchise.

What was your toughest challenge in 2021? Continuing to ensure the safety and well-being of our people, not only in the U.S., but also around the globe.

How would you grade your team’s overall performance since the pandemic

began? We have an outstanding team, comprised of dynamic, hardworking and smart individuals who genuinely personify our brand’s mission by bringing their passion for the outdoors into the work we do every day. Nothing makes me prouder than to see their resilience and grit in action as leaders across every function of our business. I value and appreciate every single member of the Merrell team for their ongoing commitment to bringing their best selves to work—day in, and day out—even at a time of unprecedented challenges.