Merrell Shoes – Take a Hike Campaign

Award-Winning Work
Merrell/Dick’s Sporting Goods – “Take a Hike” | Gold Effie Winner

Role: Content Producer, Photographer
Recognition: Gold Effie Award for Marketing Effectiveness
Results: +141% engagement, +25% sales lift

I contributed content production and photography to this campaign repositioning hiking for urban audiences and launching Merrell’s “Fast Hike” category. Created lifestyle imagery showing everyday urban movement as hiking—deployed across paid social, retailer.com ads, landing pages, in-store displays, and YouTube content.

The campaign successfully expanded Merrell’s category beyond traditional outdoor enthusiasts into urban lifestyle market, with multi-channel content playing key role in award-winning activation.