Merrell - Creating a New Category: The Urban Hike
The meandering walk you took to the post office? Hike. That long stroll through a city park? Also a hike.
Turns out a lot of city dwellers are hiking without even realizing it, so we saw an opportunity to get them to think of their outdoor adventures as hikes, too.
From a branded landing page to engaging online video content, our "Take a Hike" campaign showed that hiking isn't exclusive to the wilderness—it can happen anywhere.
And it launched a brand-new category of shoe, the Fast Hike, that can keep up.
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