Merrell, which had double-digit growth in the European outdoor sector last year, is going to invest a seven-digit figure in marketing in the region during the spring/summer 2016 season, with a doubling in the consumer spend. It will concentrate on an advertising campaign around the tagline “Do What's Natural,” which was developed after extensive market research conducted in the U.S. It has identified three consumer segments to which Merrell wants to appeal: the “wilderness seeker,” the more adrenaline-driven “athletic seeker” and the “experience seeker.”
Related articles
-
News briefsOlympics-bound US climber Jesse Grupper signs with Trango
Colorado-based climbing brand Trango announced a new partnership with U.S. climber and US Olympic team member Jesse Grupper. Grupper has qualified for the 2024 Paris Summer Olympic Games and is a member of the US Climbing Team. He secured his Olympic ticket by winning the 2023 Pan American Championships. ...
-
News briefsGregory official gear partner of Merrell Skyrunner World Series 2024
After a successful test run last year, Gregory and the Merrell Skyrunner World Series have confirmed their partnership for the current season. The luggage specialists will equip the entire team of the global trail running series with gear as they travel to 21 races on four continents. Gregory will test ...
-
News briefsTrango announces 5-year safety gear provider partnership wih IFSC
Colorado-based climbing gear provider Trango and the International Federation of Sport Climbing (IFSC) announced the beginning of a five-year partnership that will make Trango the sole provider of safety gear for all IFSC Lead competitions from 2024 to 2028. Kicking off with the IFSC World Cup in Wujiang, China, from ...
More from Product & Marketing
-
ArticleHeiQ unveils anti-odor technology for feather and down products
Swiss ingredients brand HeiQ is introducing a new anti-odor product addition to its HeiQ Fresh range to eliminate persistent malodor on feather and down products. Biobased HeiQ Fresh for Feather & Down utilizes a novel combination of pre- and probiotics (synbiotics) which helps to break up the smelly components. The ...
-
ArticleBlackYak and Korean chemical companies develop sustainable trekking shoe
Source: SK Chemicals The South Korean companies SK Chemicals, Dongsung Chemical and BlackYak jointly announced that they have developed sustainable footwear materials using the naturally derived material Ecotrion and applied it to BlackYak’s trekking shoe 343 Max. The new shoe was presented on April 18 after a ...
-
ArticleTNF presents Paris 2024 climbing uniforms for USA, Japan, South Korea and Austria
Earlier this week, The North Face (TNF) unveiled the official sport climbing competition uniforms to be worn by athletes from the US, Japan, South Korea and Austria in the Paris 2024 Olympic Games. TNF explained that each piece was meticulously constructed, pattern making was analyzed with 3D soft-wear, and garments ...