Friday, June 22, 2012

Merrell Taps Fashionable, Urban Audience

Launched in 2011, the Origins line is nothing new from Merrell. But a new spread for the Origins collection speaks to an audience largely different than their typical hard-core athlete, minimalist runner market for the Merrell Barefoot series. 

The Origins collection is a throwback footwear series that revisits the brand's history and reintroduces the classic designs that brought the company to the forefront of the footwear space in the late 80s and early 90s. The new ad, featured below, engages a younger, urban demographic of fashionable influencers. 

The spread is featured in WAD Magazine, a provocative France-based magazine that focuses on urban culture, style and art and seeks to highlight brands that are innovative in their messaging and design. The spread positions Merrell Origins as street wear, to be worn in an urban setting. This is slightly different than the way the Origins collection has been depicted in previous messaging.

Shown above, the older Origins ads, though quite fashion-forward, still place the shoe in an outdoorsy, picturesque nature setting. I'm interested to see what's next from Merrell, and whether the new spread will surface in the United States. The ad below is what we're used to seeing from Merrell stateside.


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