Merrell is continuing its work to help redefine what enjoying the outdoors looks like with its latest program.
Called “Outside in the City,” the Wolverine Worldwide-owned brand describes the initiative as a program of community experiences, public art and creative partnerships that aims to “reframe the outdoors not as a distant destination, but as something woven into everyday life, from city streets and parks to waterfronts and neighborhood blocks.”
Launching in New York, London and Paris, with additional cities to follow, the program will partner with local communities, cultural leaders, and movement-driven groups to deliver guided walks, creative workshops, and immersive experiences. Activations will roll out globally throughout 2026, bringing the program to life across key markets worldwide. Each activation is grounded in a single idea: the outside isn’t somewhere you go, it’s something you step into, Merrell noted.
“Our job isn’t to redefine the outdoors, it’s to redefine who feels invited,” Richard McLeod, global chief marketing officer at Merrell, said in a statement. “Cities are full of people already seeking movement, connection, and meaning. Merrell Outside in the City is about unlocking that mindset, showing that the transformative power of stepping outside is available to everyone, everywhere.”
To kick off the program in the United States, Merrell is teaming up with Shantell Martin, an artist known for her exploration of identity, space, and human connection. Martin will create a large-scale original mural, which will then be hand painted by Colossal Media, in New York City’s Union Square. This mural will serve as a “cultural anchor” for the program, Merrell noted.
“New York has always been a place where I walk, observe, and question what’s around me,” Martin noted. “This piece is an invitation for people to step outside, slow down, and experience the city with fresh eyes, to realize that the outdoors isn’t somewhere else, it’s already here.”
New York City Department of Transportation Commissioner Mike Flynn added in a statement that Martin’s installation creates a “meaningful moment of reflection” within the everyday rush.
“Public art allows us to see our city through a new lens,” Flynn said. “We’re grateful to Merrell and Shantell Martin for delivering an experience that encourages New Yorkers to step outside and engage more deeply with our beloved city.”
Moving across the pond, Merrell will also partner with Ollie Ranger of Flock Together, an urban bird‐watching collective in London. And in Paris, the program will collaborate with Samuel Marque, an urban fisherman, during Fête de la Musique in June. An additional activation will occur during Paris Fashion Week alongside the Castay Twins, art directors who draw creative inspiration from the streets of Paris.
This new program follows the March launch of Merrell’s new overarching brand platform “It Starts Outside.”
“By reframing ‘outside’ as something accessible and everyday, from a front yard to a city street to a trailhead, we’re broadening who sees themselves in the category,” McLeod said in March. “Our job isn’t to redefine the outdoors, it’s to redefine who feels invited, and what better way to celebrate our anniversary milestone than intentionally making sure everyone knows they are invited to the celebration.”
Merrell’s “Outside in the City” program will officially launch with a public mural unveiling in NYC’s Union Square on April 30, with programming continuing globally throughout the year.
