Merrell — 30 years, colette & Pigalle collaborations
My role
Product co-development, partnerships, content, activations
The context
A 30-year-old outdoor brand, solid but locked inside its technical image. The goal: make it exist for a fashion audience, without betraying its core DNA.
What I did
- Partnerships with colette (Parisian concept store) and Pigalle (fashion label)
- Product co-development: two limited editions of 30 pairs
- Produced an exclusive photoshoot highlighting each partner's identity
- Partnership with the Black Weekend Festival in Chamonix, with Black Crows
- Urban hike at Buttes-Chaumont with media and influencers
- Targeted seeding to fashion and lifestyle icons
What came of it
- Strong media coverage, from niche titles to mainstream press
- Limited editions sold out quickly