Merrell’s ‘More Less’ Campaign Takes Aim at the Self-Care Industry and Encourages Women to Head Outdoors

Merrell is out to redefine self-care with its latest marketing effort. “More Less” is the latest campaign from the outdoor footwear standout, which Merrell said was created to attack “the gimmicks and endless chase of the women’s self-care market,” which the company explained “posits that all you need is the right healing crystals and facial to turn your day around.” Instead, the effort aims to show that “the greatest form of self-care has always been pretty simple: get outside and get moving.” “This effort is near and dear to all of our hearts because Merrell has been a pioneer in getting women outdoors. Equipped with the knowledge that men’s and women’s feet are biologically different, Merrell introduced its first women’s specific fit in hike product 25 years ago. As women have been largely underrepresented in the outdoor space, this effort is a rally cry that will hopefully inspire them to actively participate outdoors,” Merrell brand marketing director Lindsey Lindemulder told FN. “We want women to see the outdoors as a long-lasting and effective solution in their pursuit of self-care.” Lindemulder continued, “Merrell strives to be a brand for everyone in the outdoors, including women, and through the ‘More Less’ campaign, is actively working to

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