Merrell: Out of Office

Out of Office is Merrell’s first fully in‑house, social‑first documentary series designed to redefine how a performance brand builds credibility with the next generation of outdoor participants. At a time when traditional advertising feels overly polished and increasingly distrusted, Merrell set out to demonstrate, not declare, its commitment to trail running by turning the camera inward.
Instead of hiring athletes or curating a cinematic hero narrative, Merrell invited four marketing team members to train for and complete a 50K ultramarathon wearing the Agility Peak 5. Their journey became the heart of Out of Office: a raw, unfiltered look at everyday runners balancing early‑morning miles, work demands, injury scares, vulnerability, and breakthrough moments. The result was a story that made trail running feel human, inclusive, and culturally relevant; reflecting Merrell’s belief that the outdoors is for everyone.
Built on the insight that employee‑generated storytelling drives stronger engagement and trust, Out of Office embraced a documentary‑first approach. All concepting, filming, editing, and distribution were executed by The Den, Wolverine Worldwide’s in‑house production team, allowing the content to capture spontaneous moments with intimacy and authenticity. Shot vertically and released episodically across Instagram, TikTok, and YouTube, the series was engineered for native social consumption and complemented by micro‑content, stills, GIFs, and race‑day coverage.
The campaign reinforced Merrell’s performance credibility through proof, not promotion: the Agility Peak 5 appeared only through function, reliability, and real‑world use. It also advanced the brand’s Same Is Boring platform by celebrating challenge, self‑expression, and life lived beyond routine.
With more than 714K views, a 150% YoY lift in engagement, and measurable perception gains in performance trail, Out of Office demonstrated that authenticity is a competitive advantage, and positioned Merrell as a modern cultural brand rooted in community, emotion, and the simple power of being outside.