In 2022, we released Merrell’s newest elite trail running shoe collection through the Merrell Test Lab (MTL) - our product incubator where our most technical and category disruptive innovations are conceived.
To celebrate this wave of category innovation and to anchor Merrell as the leader in the future of trail performance, we launched an integrated campaign - “Same is Boring.” A rallying cry celebrating the ever-changing nature of the trail and a call to get elite runners to ditch their boring running routines (and shoes) and to choose Merrell and the trail.
“Same is Boring” Launch
Oh yeah, that Nike thing…
Two weeks before our launch, Nike announced their latest collab - the “Boring” shoe - with an ad. We saw this as an opportunity to go toe-to-toe (pun intended) with them so we created a response ad to tease out our upcoming “Same is Boring” campaign and to spark a conversation. Theirs took 10 years to make, ours took a matter of hours.
