Merrell, which had double-digit growth in the European outdoor sector last year, is going to invest a seven-digit figure in marketing in the region during the spring/summer 2016 season, with a doubling in the consumer spend. It will concentrate on an advertising campaign around the tagline “Do What's Natural,” which was developed after extensive market research conducted in the U.S. It has identified three consumer segments to which Merrell wants to appeal: the “wilderness seeker,” the more adrenaline-driven “athletic seeker” and the “experience seeker.”

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