For Merrell, we flipped the usual footwear advertising on its head. Instead of showcasing pristine, out-of-the-box product shots, we celebrated the scuffs, scrapes, and miles that make a boot truly yours. Worn-in became worn-proud.

The campaign invited adventurers to share their own battle-tested Merrells and the stories they’d carried—through volcanic mud, up the Inca Trail, across state lines, and down countless backyard trails. Every crease in the leather and every caked layer of dirt was a badge of honor, proof of a life well-lived outdoors.

From storytelling-driven print to a social push that turned user-generated content into a living museum of miles, “Built to Be Used” championed gear that doesn’t just survive the journey—it becomes part of it.