No Small Steps

Establishing a solid foothold in a competitive category

Client / Merrell

Every winter, thousands of Canadians end up on their backs, their behinds, or worse, the hospital because their footwear wasn’t up for the challenge of icy conditions. So, to demonstrate the sticky attributes of Merrell’s Arctic Grip Footwear, we worked with a Canadian who would benefit the most from the boot’s unique qualities – adventurer and leg amputee, John Cairns. “…you don’t know the importance of sure footing until you don’t have feet.”

Sales didn’t slip, they soared. In fact, Merrell Arctic Grip hiking boots sold out nationwide before the first flakes of snow began to fall.

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