Turning an outdoor brand into an urban storyteller

With a fresh take on outdoor experiences, Merrell and The Bond launched a European campaign that invites people to explore the city, one step at a time. Built around the insight that the outdoors can be found anywhere, The Urban Hiking Guide repositioned Merrell as a stylish footwear brand for everyday exploration.

Long associated with mountains, trails, and the great outdoors, Merrell is now carving out a new identity in collaboration with The Bond – one that expands the brand’s legacy to include the city. By bringing the trail into urban life, we’re helping make movement and nature more accessible to all. We first created The Urban Hiking Guide for the Nordic market. The concept was a standout success, opening the door for us to take the lead on a major European campaign the following year.

Client
Merrell

Solution

Communication Strategy

Creative concept

Photo and Film

Print and digital content

Influencer marketing

Reframing the outdoor mindset

This campaign marks the latest chapter in our evolving collaboration with Merrell, the world’s leading outdoor footwear brand. Together, we’re reshaping Merrell’s image—showing that you don’t need to scale mountains to embrace the outdoors. A pair of sneakers and a curious mindset are all it takes. This message has resonated strongly with a younger, city-based audience.

Connecting with a new generation of city-based adventurers.

Across cities. Across channels.

At the heart of the campaign was The Urban Hiking Guide, a printed magazine with insider tips from influencers in London, Berlin, and Barcelona. It featured personal routes, hidden spots, and everyday escapes. Working with influencers across Europe, we delivered content for all channels: film, photos, interviews, reels, and curated trail maps. Merrell backed the campaign with a major media push, securing a strong out-of-home presence in cities like Paris, London, and Barcelona. The brand appeared everywhere – from metro stations to billboards – making sure no one missed the call to step outside and explore.