Trails of Europe


merrell logo

Trails of Europe


merrell logo
woman running on bridge by the beach wearing merrell trainers
woman running up hill wearing merrell jacket
merrell know your code no litter artwork
merrell know your code whats your sign artwork

Results

20+
pieces of European editorial

15
content shoots across 8 countries

16 million
campaign reach

8 million
paid video views

cyclist riding bike alongside woman running on bridge

Brief

To support Merrell’s international trail running credentials and collection of market-leading footwear, Brandnation was briefed to create a pan-European campaign that captured the imaginations of off-road athletes.

The agency was tasked with delivering an integrated campaign that included content, athletes, PR, social media and performance marketing.

From the wilds of Finland to the volcanic regions of Spain, we left no trail untouched with a campaign that got people moving.

man running along hill in merrell trainers

The idea

The Trails of Europe campaign expanded over 5 European markets in the UK, France, Spain, Germany and The Nordics, creating a collection of inspiring trail routes that spanned the continent.

We activated local campaigns by creating narratives that were strong locally, such as exploring German castles and running iconic Tour de France climbs.

We partnered with brand athletes, the Merrell Trail Team, to curate the routes and front the campaign.

The team developed a story to underpin the campaign, coining the phrase “endorphin tourism” – capturing the rise in active getaways.

landscape of castle in the coutryside
merrell trails of europe website landing page
merrell trails of europe french translations
merrell trails of europe seasonal secrets website landing page
the pil magazine
national geographic magazine
sportshoes.com magazine

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get in touch

want to discover what Brandnation can do for you?

Email: mary.kbrandnation.co.uk

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