How the Great Outdoors Became A Venue for Inclusivity
Merrell collaborates with the Unlikely Hikers ™ community in an effort to reduce barriers in outdoor sports
In recent statistical findings by World Athletics, global participation in trail running grew by 106% compared to the previous year. This niche sport has found its footing in a $150 billion valued sports footwear market with established brands like Salomon and Merrell to start-ups like Norda. Choosing Salomon as the brand focus for a final project got me thinking of the landscape and the inescapable presence of Merrell who seeks for market share within the same category. Merrell’s collaboration with Unlikely Hikers caught my eye and got me questioning — how did this community garner that name and how are they repositioning a sportswear brand?
Unlikely Hikers is a body liberation and anti-racism outdoor community that lives by the slogan, “Nature is infinitely diverse and so are we — We ARE nature.” It’s common practice among sportswear brands to commercialize the athletic figure — toned muscles, robust movement, and perfect posture. What is different about Merrell’s collaboration with Unlikely Hikers is the inspiration found in the opposite: celebrating natural bodies that can perform sporting activities just the same.
The Inclusivity Impact
In data derived from US CMOs in 2022, the impact of Diversity, Equity, and Inclusion actions are most prevalent in human resources, improved brand reputation, and improved stakeholder relationships. Merrell took that cue to launch an ‘Inclusivity in the Outdoors’ campaign supported by a study that examines experiences and perceptions towards inclusivity of outdoor spaces across the globe.
Products with (extra) Purpose
The sentiments from Merrell’s study aimed to flip the negative narratives from underrepresented outdoor sports enthusiasts by extending width sizes of their best-selling hiking boot, the Moab 3. Product improvement also covered the apparel and accessories category with extended sizes offered. This inspires the segment of ‘unlikely hikers’ to find their voice in a mainstream sports brand, and offer an unconventional take to how we perceive trail sports.
Snippets of the Unlikely
The campaign voice was amplified by Merrell’s Instagram and TikTok, from teasers to snippets of star hikers owning their journeys to the peaks. Representation in any form of media has been a priority for brands and agencies because of the format’s omnipresence and power to influence especially when placed on social media. With thousands of combined social impressions over body, race, and ability-positive posts, the Unlikely Hiker community has extended its advocacy in the mainstream media since its first collaboration with Merrell in 2021.
The success stemming from people owning their journeys with the saying ‘My Body Took Me Here’ enables me to be optimistic over the many other opportunities to further reinvent brands in the world of sports and athleticism.
