MERRELL – WALK & TALK CAMPAIGN
STRATEGY + CONCEPT DEVELOPMENT
SITUATION
For women, hiking solo often carries an invisible weight: the fear of being alone, unheard, or unsafe. Merrell wanted to show up not just as outdoor gear - but as an emotional companion.
TASK
Develop a campaign for Great Outdoors Month that would support solo female hikers in a way no brand had before - subtle, meaningful, and culturally resonant.
For women, hiking solo often carries an invisible weight: the fear of being alone, unheard, or unsafe. Merrell wanted to show up not just as outdoor gear - but as an emotional companion.
TASK
Develop a campaign for Great Outdoors Month that would support solo female hikers in a way no brand had before - subtle, meaningful, and culturally resonant.
ACTION
Developed a branded hotline featuring meditations, jokes, sunscreen tips, and real conversation - an earnest, Gen Z-savvy support tool. The name? Walk & Talk - a simple but powerful idea: a brand-backed phone line that offers real-time connection and friendly conversation on the trail.
The line would feature meditations, trail tips, motivational audio, even dad jokes. No app, no data tracking - just a toll-free number. Human. Grounded. There when needed.
The concept reframed Merrell from gear provider to literal voice of support, threading emotional safety into physical exploration.
RESULT
Walk & Talk launched nationally, earned press coverage in outdoor and wellness media, and sparked conversation around inclusivity in nature.
It turned Merrell into more than gear. It made the brand feel like a companion.
Developed a branded hotline featuring meditations, jokes, sunscreen tips, and real conversation - an earnest, Gen Z-savvy support tool. The name? Walk & Talk - a simple but powerful idea: a brand-backed phone line that offers real-time connection and friendly conversation on the trail.
The line would feature meditations, trail tips, motivational audio, even dad jokes. No app, no data tracking - just a toll-free number. Human. Grounded. There when needed.
The concept reframed Merrell from gear provider to literal voice of support, threading emotional safety into physical exploration.
RESULT
Walk & Talk launched nationally, earned press coverage in outdoor and wellness media, and sparked conversation around inclusivity in nature.
It turned Merrell into more than gear. It made the brand feel like a companion.
