Merrell: Getting people outside - 25 Jul 2007
Merrell, the world renown shoe manufacturer, has recently launched a major overhaul of their brand but kept their fantastic tag line – GET OUTSIDE!
I especially like that instead of flooding consumers with facts, technical jargon and fancy unpronounceable marketing slogans, this one is basically what it’s all about – getting outdoors to enjoy the best nature has to offer. Merrell believes in encouraging and equipping everyone to get outside. It doesn’t need to be complicated to get outside. It has to be easy and being outdoors, is wherever you find it. Whether encompassing the wonder of the natural world or the heart of an urban landscape, it’s the journey that spurs them on, serving as the inspiration for everything they do.
While talking with my longtime friend at Merrell in Europe, Adiba Sadik (Marketing Manager Europe) introduced me to the new Merrell Bio-Blend™. Adiba said that Merrell has “committed ourselves to increasing the amount of sustainable, organic fabrics that are produced without unnecessary chemicals, processes and waste”. Their “Merrell Bio-Blend” fabrics are selected not only because they are comfortable, durable and great looking, but because they help reduce the impact on the global environment. I can’t tell you how happy I am to hear that.
Merrell began in the Green Mountains of Vermont, USA some 26 years ago and now spans the world. Originally, they produced quality performance footwear for outdoor enthusiasts but as their needs have changed, so too has Merrell’s approach to addressing those needs. Over time, the concept of “outdoor” has broadened to include all types of activities and environments – both natural and urban. I can honestly say Merrell is one company that has done a great job of bridging the gap between the two environments. They have recognized that the urban jungle is in fact an environment all its own and deserving of its own appreciation, support and equipment.
Whether it’s a natural or an urban landscape that serves as your playground –the next time you’re in the market for some new gear – be sure to test try some of the new products made with Merrell Bio-Blend. Just by the simple act of choosing to buy products that are sustainable and produced without unnecessary chemicals, processes and waste – you do your part to help the environment.
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by Jill Jensen
on 29 Oct 2007
But what exactly does Bio Blend mean? As a consumer, that’s what I want to know. That whole quoted graph is straight out of Merrell’s marketing department. It’s sounds like jargon; I don’t hear them saying that bio-blend is actually made from certified organic wool. Is it?
by andrew
on 30 Oct 2007
Jill,
Merrell’s Bio-Blend, as far as I know, is a manufacturing “process” associated with either Merino Wool or Organic Cotton – it’s their stamp that the article you’re buying has taken a “different route” than standard material. Sports companies are increasingly improving the way they are a manufacturing their goods, making them more eco-friendly, which I think is a great step in the right direction.
Thanks for your feedback !
Andrew