Win-Win

Merrell scaled new heights in innovation while making the outdoors more inclusive.

MERRELL, WINNER OF the Outdoor category for the fourth consecutive year, did not disappoint in 2022. The brand once again introduced an array of high-performance shoes as well as updates of classic styles—all while expanding upon its mission to make the great outdoors more inclusive.

The pandemic brought more people outside, and Merrell has sought to connect the newly expanded community through various initiatives, including a women-centric hiking club and campaigns focused on inclusivity. A highlight, says John Burch, senior vice president of global footwear, is the industry-first Inclusivity in the Outdoors report. Launched in November, the annual report strives to make the outdoors more inclusive and accepting of all communities.

“We’ll continue to address and break down some of the barriers identified in the report,” Burch says. “We’re encouraging others in the outdoor industry to take immediate action to address inequities such as expanding representation in employee resource groups, marketing, funding, improving green spaces, and addressing access issues to under-served communities, to name a few.”

Not to be overshadowed, the Merrell Test Lab, a state-of-the-art product incubator, churned out the MTL MQM and MTL Long Sky 2, two category-disrupting trail running styles that feature quick-dry materials and superior traction. The latter was ranked among the 200 top inventions of the year by Time magazine. It’s just one of Merrell’s many big splashes in 2022. —B.S.

How was business in 2022? We were fortunate to deliver sales gains in 2022. We’ve built a good trajectory both entering and exiting the pandemic, but we remain optimistic that the best days are down the trail. Our 36-month product pipeline has allowed us to strategically update our line, while giving our global marketing and sales teams full transparency. This process has proven to be successful in our continued season-over-season revenue growth targets. The product pipeline is structured for long-term product innovation and franchise maintenance, with seasonal flexibility for any market trend requirements. This combination creates a proactive versus reactive product engine, resulting in meeting overall growth expectations each season.

What were some highlights of the year? Overall, we’re proud of what we accomplished in 2022. That includes innovations built in our new Merrell Test Lab, breathing new life into celebrated styles, making gains in sustainability, and marketing. It kicked off with the More Less campaign, which takes a stand against gimmicks and getting to the root of self-care: getting outside and moving while creating innovative, performance-driven products. This was paired with the Bravada 2 launch and the Merrell Hiking Club expanding into the U.S. The women-centric hiking club provides inspiration and connection to the outdoors through a digital community, while pairing consumers with the second generation of our beloved Bravada hiking sneaker. In addition, the Moab 3 brought our much-anticipated reboot of our iconic Moab hiker. We applied new technology to what consumers loved about the Moab 2, with a more environmentally friendly shoe, even more comfort, stability, and traction.

What were some other successful brand initiatives in 2022? We’re doubling down on our mission of sharing the simple power of being outside with everyone while reinforcing a welcome and equitable outdoor environment for all. The Inclusivity in the Outdoors further solidifies how we’re making the outdoors accessible and welcoming for everyone. We also introduced ReTread, our shoe upcycling program. Customers can send back their used Merrell shoes in any condition, at no cost, and we’ll restore and resell the shoes, while the customer gets $20 off their next purchase. It builds on our commitment to saving 300,000 shoes from landfills by 2025.

What was the biggest outdoor trend of the year? The way consumers are thinking differently about the trail. Namely, what they consider to be hiking continues to evolve. With so many great products to market in the hike category, we need to take into consideration the shift of hiking to becoming a mainstream activity. People are looking for lighter, faster, more athletic footwear that can be styled with great color options. Merrell will continue to evolve to meet that growing shift and demand.

What was the toughest challenge faced in 2022? While we’re not out of the pandemic yet, we have a better understanding of how to navigate its challenges as it relates to supply chain and inflation. Our team has proven to be quick and nimble in finding new ways to combat inventory and interruptions in the supply chain. The team has earned an A.

Looking back on the year, what are you most proud of for Merrell? Our commitment to our mission of sharing the simple power of the outdoors with everyone, no matter who they are, where they come from, who they love, or how they move. We demonstrate this belief in everything we do—from the Inclusivity in the Outdoors report, to the Merrell Hiking Club, and to how we show up online, in stores, and anywhere else we meet today’s consumers.