004 → Lace Up
LIVE BRIEF
Brief:
Create a brand identity and launch campaign for the Merrell 1TRL Trail Run Club, with immersive activities / experiences tailored for the Progressive Pioneer audience.
Concept:
This campaign draws on Merrell’s legacy and reimagines it for a generation that seeks connection, not personal bests. In the 80s, Randy Merrell used royal blue laces as a mark of craftsmanship and individuality. Today, that detail symbolizes intention, adaptability, and style. For an audience more focused on the journey than the finish line, the blue lace is a knot- binding us to each other and the places we explore.
Upon arrival, participants will receive a box containing royal blue laces, each stitched with the name of the event location. They’ll be encouraged to swap out their current laces before the run begins. This activation not only connects everyone visually, but also gives each runner a keepsake- a piece of Merrell’s heritage and a reminder of where their journey took them.
Deliverables:
- Name
- Logo
- Brand visual language
- Art direction
- Tone of voice
- Suggestion for campaign photography / video