take a hike

Client: Merrell + Dick’s SPorting Goods

Merrell saw hiking as more than a weekend trek—it was a mindset for everyday movement. Partnering with Dick’s Sporting Goods, we launched Take A Hike, a digital-first campaign that redefined hiking as something that can happen anywhere, anytime. By introducing Merrell’s new “Fast Hike” collection to a broader, more urban audience, we inspired new-to-outdoor athletes to find adventure in unexpected places—making hiking feel fresh, accessible, and always within reach.

results

+43% sales growth

Exceeded sales goal by 25%

+141% increase in engagement vs. benchmark

+81% increase in video views vs. benchmark

Awards

2022 Gold Commerce & Shopper in the Single-Retailer category

Integrated Campaign

Bold Digital STorefront

On Dick’s Sporting Goods’ site, a custom Merrell brand page spotlighted Fast Hike styles like the Nova 2, Moab Flight, and Antora 2. Set against backdrops from city streets to red rock canyons, it told a clear Take A Hike…Anywhere story and guided shoppers straight to purchase.

Influencers Take a hike

Authentic Adventures, Anywhere

We partnered with a diverse group of influencers—from city explorers to backcountry hikers—to show that hiking can happen anywhere. Their real-world content helped reframe the outdoors for a broader audience.

Style That Travels

Influencers integrated Merrell’s Fast Hike shoes into their personal style, generating buzz around colorways and versatility while positioning the product as trail-to-town ready.

High Engagement,
Real Interest

Content earned 22K+ organic engagements and outperformed CTR goals by 49%. Audiences showed real purchase intent through comments, saves, and shares.

Content That Converts

Strategic amplification turned influencer content into a performance driver—generating nearly 19K clicks at a $0.79 CPC and proving that the right voices move audiences to action.

Lee Helecia

[ iknowlee ]

"I live in sneakers. They are always my first shoe choice however most of my sneakers are for fashion purposes only. I know I can rely on my Antora 2 Merrell hiking shoes to be durable and really allow me to go where my sneakers can't. The @merrell fast hiking shoe line now at @dickssportinggoods has me feeling like I can do anything and of course, I went with the rainbow colorway in light of Pride Month."

Nathan Lee Allen

[ nathanleeallen ]

"Since I began hiking at a young age, I was always wearing @merrell hiking boots. They were go-to outdoor footwear for my family because they were always durable, reliable, and comfortable, right out of the box. That's why I was super excited to test out @merrell Moab Flight hiking shoes, which are super lightweight, comfortable, and provide great arch support. Since these shoes can take you where sneakers can't..."

Morgan Tyler

[ findingmorgantyler ]

"Y'all know that Shawna and I LOVE to get outside. It doesn't matter where we travel to, we always end up hopping on our phones to look up the best hikes around us. Funny enough neither of us have ever had a proper pair of trail shoes, and when @merrell reached out to collaborate I was THRILLED. I actually grew up wearing Merrell's jackets but had never tried their shoes before. I'm thrilled to say these Antora 2 hiking shoes are a dream...."

Owin Pierson

[ owinpierson ]

"The greatest adventure is discovering your own potential, and lately for me, that has been done through hiking whether it is on a trail or just exploring a new place, @merrell believes that the trail is for everyone & wants to inspire more time outside. Nature, especially since I spend so much time online as a creator, has been my sanctuary. It's there for me when I need a quiet moment, when I need an adrenaline rush & especially when I..."

Tiffany Nguyen

[ tiffpenguin ]

"Being outdoors helps me recharge from the stresses of everyday life, makes me a happier person, and keeps me wanting to explore more. Now more than ever, it's so important to find time to spend outside. The outdoors is a place for everyone to enjoy, and it's where we can connect with nature and appreciate the little things in life. Whether I'm setting out for a quick hike in the mountains or exploring a new city, the Merrell..."

IG/FB Stories & POsts That moved

On Instagram Reels and Stories, the Fast Hike collection came to life in motion—city strides, desert trails, and forest paths. Striking visuals and dynamic edits highlighted performance with style, sparking engagement right where our audience scrolls.

Extending the Reach on YouTube

Alongside popular hiking content, video ads and companion banners carried the campaign’s bold spirit into moments when adventure was already top of mind.

Sabrina Fraley

Creative Director

take a hike