20 October 2016
Brandnation’s Team Fashion have been working with key fashion media titles, and our extensive influencer and blogger networks to launch Merrell’s brand new ‘Heritage’ collection, which encourages everyone in town or country to Get Outside to seek adventure, exhilaration and new experiences.
Merrell was founded in 1981 and is ranked Worldwide No 1 Rugged Outdoor Footwear Brand by Sporting Goods Intelligence. The iconic brand has been providing people who enjoy time outdoors with quality performance hardware ever since, and Increasingly its outdoor lifestyle ethos is resonating with young, fashion conscious urbanites.
To launch Merrell’s new ‘Heritage’ collection, that is focused on this emerging target demographic, and fuses dynamic retro styling with Merrell’s renowned outdoor performance qualities, Merrell turned to Brandnation to deliver an integrated PR, social and digital marketing campaign to support consumer sales.
The Heritage collection comprises four distinct styles, Solo and Eagle which reflect on classic Merrell styles and 1SIX8 and Stowe, which represent the future direction of the brand.
To date we’ve had Sabotage Times, AskMen and 7th Man Magazine highlighting the range across their online platforms and raving about the virtues of the Heritage collection.
In addition, key target influencers like Mike Kus, Cattle and Cane, Omar and others have been styling their 1SIX8’s, and Solo’s over Instagram and Twitter, showing their followers the versatility of the new collection in amazing backdrops and locations – not just for walking but for every type of urban adventure.
Causing considerable ‘buzz’ in the blogosphere, Merrell’s Heritage collection has been featured across the likes of The Chic Geek, The Gentleman Blogger and Clothes Make The Man. Coverage in these hot sites has also caused a substantial ripple effect with the niche blogs.
Keep an eye out for the collection across the board using #merrellclassics and #1SIX8, it’s hard to miss and there’s plenty more to come from this campaign. Merrell is trending.