Merrell: Balancing outdoor heritage with digital innovation
In this episode we talked about:
- Why authentic community still outperforms channels and algorithms.
- How collaborations like Jeep boosted brand heat—and what happens when they miss.
- The role of organic, human-created content in surviving AI-powered search.
- How Merrell’s “key city” strategy drives global expansion.
- Why sustainability and heritage storytelling matter more than ever in modern marketing.
- Lessons from moving from agency to brand side and building unified campaigns across categories.
🎧 Listen now on Apple Podcasts, Spotify, or YouTube
Episode highlights:
[03:38] Surviving AI-powered search and the importance of original content
[05:28] Collaborations that drive audience growth: Jeep, Parks Project, and more
[09:13] Scaling globally with a “key city” strategy
[11:46] Gorpcore and how Merrell experiments with trends
[15:56] Managing brand consistency across DTC, wholesale, and global markets
[17:18] Jane’s biggest lessons from agency to brand side
[19:20] Out of Office campaign: living the brand through real employee stories
Jane's bottom line: To win in the future of ecommerce, heritage brands must stay rooted in community while adapting to AI-driven discovery. The brands that thrive will create authentic, consistent content, foster real connections, and use collaborations to spark new audiences—without losing sight of their core values.
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