The Outside Is for Everyone But Who Gets to Shape It?

For generations, access to and representation in outdoor spaces haven’t been equal. While the outdoors belongs to everyone, not everyone has felt equally welcomed, reflected, or considered in how those spaces—and the culture around them—have been shaped.

That’s what makes Merrell’s new global platform, “It Starts Outside,” a meaningful shift. Developed in partnership with Uncommon Creative Studio, the campaign marks a bold evolution for Merrell, the Wolverine Worldwide-owned outdoor brand.

Launched to mark the brand’s 45th anniversary, the platform is grounded in a clear belief: even a few steps outside can shift how people think, feel, and move. More than a campaign, it reframes the outdoors as a catalyst for clarity, creativity, resilience, and human connection—something immediate and accessible, just beyond the front door. 

A Timely Shift During Women’s History Month

During Women’s History Month, conversations around equity and representation often focus on leadership, pay, and opportunity. But inclusion also lives in the everyday spaces people move through—and the outdoors is one of them.

“It Starts Outside” arrives at a moment when more women are redefining how they engage with the world around them. It reflects a broader cultural shift—from being invited into spaces to actively reshaping them.

A More Accessible Vision of the Outdoors

Merrell’s new creative direction challenges long-standing outdoor industry norms.

Rather than emphasizing extreme conditions or elite performance, the campaign focuses on simplicity and accessibility—showing that the power of the outdoors begins with a single step. It’s a deliberate move to democratize the category, reframing the outdoors as something attainable rather than aspirational. 

Through a series of short vignettes, the campaign captures the emotional and physical shift that occurs when stepping outside. Stories range from community-building moments—like Olympian Alexi Pappas hiking alongside visually impaired marathon runner Lisa Thompson—to everyday acts such as trail running for personal perseverance or simply stepping outside to disconnect from constant digital noise. 

The message is consistent: the outside is not a destination reserved for a few—it’s something people can access in their daily lives.

Where Women’s Experiences Expand the Narrative

While the platform speaks to everyone, its resonance among women is especially

significant.

Historically, women have not always been centered in outdoor storytelling or product design. By shifting the focus from performance to experience,

Merrell broadens how all people can see themselves reflected in the outdoors.

This approach creates a more inclusive narrative—one that values presence, participation, and connection over extremes.

Designing a More Inclusive Future Outdoors

Beyond storytelling, Merrell is making a tangible investment in who gets to shape the future of the outdoors through the Merrell Outside: Futures Project—an initiative aimed at diversifying the outdoor industry. The program offers a design curriculum led by Dr. D’Wayne Edwards, renowned footwear designer and president of Pensole Lewis College of Business and Design (PLC Detroit), Michigan’s only HBCU and the nation’s only design-focused HBCU, along with hands-on apprenticeships within Merrell’s design studio.

Created in collaboration with the Virgil Abloh™ “Post-Modern” Scholarship Fund, administered by the Fashion Scholarship Fund, and PLC Detroit, the Futures Project expands access and opportunity for aspiring designers—particularly those from nontraditional and underrepresented backgrounds. In doing so, it addresses a clear industry gap: pathways into footwear and product design remain narrow for those without traditional access or networks, while helping cultivate the next generation of outdoor industry talent.

As part of the broader platform, PLC Detroit’s involvement is grounded in a creative collaboration inspired by Idlewild, Michigan. Participants will study the history of Idlewild, a historic Black resort community in Michigan that emerged during segregation as a safe and thriving destination for Black families to gather and experience leisure and nature on their own terms. Known as the “Black Eden,” Idlewild represents a powerful example of how access to the outdoors has been created—and redefined—by communities themselves. The partnership explores how the outdoors can serve as a catalyst for design inspiration and storytelling for emerging creatives.

Drawing from that legacy, participants will design concepts that expand access to the outdoors for communities historically left out—through footwear, product systems, or expressive hybrid ideas.

The Futures Project is built on two key pillars:

• Creative Curriculum: A nature-driven design program developed with PLC Detroit's president Dr. D’Wayne Edwards, encouraging designers to translate outdoor inspiration into performance and cultural expression

• Impact Apprenticeships: Hands-on experience within Merrell’s design studio, where participants bring ideas to life through real-world product and storytelling

  
  

Together, these efforts plan to open new pathways into the outdoor design industry—where women and diverse perspectives have historically been less represented, particularly in product design and leadership roles.

From Campaign to Cultural Movement

“It Starts Outside” began its global rollout in March 2026, launching with a brand film and the Merrell Outside: Futures Project—signaling a long-term commitment to both cultural relevance and creative innovation. 

As Merrell evolves from a category-defining hiking brand into a more democratic, culturally rooted outdoor lifestyle brand, this platform will guide its storytelling, product development, and community engagement moving forward. 

The message is simple:

The outside is for everyone. When more people see themselves reflected in outdoor spaces—and when more voices help shape how those spaces are designed and experienced—the outdoors becomes something more than a place.

During Women’s History Month, that message carries even more weight—serving as a reminder that progress isn’t just about inclusion, but about shaping what comes next.

To explore the campaign and watch the global brand film, visit: Merrell.com/it-starts-outside