Merrell Tone of Voice — Outdoor & Rugged
Tagline: "Let us get outside"
Industry: Fashion & Apparel
Sector: Sports & Fitness
How Merrell Communicates
Merrell ties footwear to getting outdoors. "Let us get outside" frames the brand around rugged, comfortable hiking shoes and boots that invite everyone onto the trail — outdoor, rugged, welcoming. The voice is get-outside-footwear and warm, selling the simple joy of nature, positioning Merrell around dependable trail footwear paired with an inviting message that the outdoors is for all of us, gently nudging people to lace up and step outside.
Tone Words
Merrell's brand voice is defined by the following tone words: Outdoor, Rugged, Inviting.
Communication Style
- Language Style: Get-outside-footwear
- Sentence Type: Invitation
- Tense: Command
- Expression: Straightforward
Merrell Brand Story
Founded in 1981 by Randy Merrell, Clark Matis, and John Schweizer in Vermont, Merrell began crafting custom hiking boots. The brand became known for the Jungle Moc slip-on and Moab hiking boot, making outdoor footwear accessible to casual hikers and outdoor enthusiasts.
Brand Message
The outdoors is for everyone
Brand Mission
To inspire people to get outside and explore
Brand Positioning
Core Concept: Accessible outdoor footwear for everyone
Central Tension: Indoor vs. Outdoor
About Merrell
Merrell is an American manufacturing company of footwear products. It was founded by Clark Matis, Randy Merrell, and John Schweizer in 1981 as a maker of high-performance hiking boots. Since 1997, the company has been a wholly owned subsidiary of Wolverine World Wide. Products currently commercialized by Merrell include hiking boots, athletic shoes, sandals, jackets, knit caps, gloves, t-shirts, hoodies, shorts, and socks. Other accessories include backpacks, stuff sacks, and bags.
Frequently Asked Questions About Merrell
What is Merrell's tone of voice?
Merrell uses a outdoor, rugged, inviting tone of voice. Their communication is get-outside-footwear, typically using invitation-style sentences in the command tense. Their tagline "Let us get outside" exemplifies this voice.
How does Merrell communicate with customers?
Founded in 1981 by Randy Merrell, Clark Matis, and John Schweizer in Vermont, Merrell began crafting custom hiking boots. The brand became known for the Jungle Moc slip-on and Moab hiking boot, making outdoor footwear accessible to casual hikers and outdoor enthusiasts.
What is Merrell's brand message?
Merrell's core message: The outdoors is for everyone Their mission: To inspire people to get outside and explore
What is Merrell's slogan?
Merrell's slogan is "Let us get outside". It carries their outdoor, rugged, inviting voice.
What is Merrell's mission?
Merrell's mission: To inspire people to get outside and explore
What makes Merrell's brand voice unique?
Merrell stands out through their outdoor, rugged, inviting communication style. Their central brand tension, "Indoor vs. Outdoor", shapes how they communicate across the Sports & Fitness sector.
What language style does Merrell use?
Merrell uses get-outside-footwear language, with straightforward messaging, in invitation-style sentences, using the command tense.
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