Merrell Champions Ground Connection with New M-Connect Series Launch - Growing trend in the outdoor market heralds launch of innovative performance product category

Published:  28 June, 2012

Channelling the knowledge of ground feel and connection which is so integral to the success of the Merrell Barefoot range, Merrell has innovated once again to introduce the M-Connect Series for Spring 2013, drawing on 30 years of leading outdoor performance. Designed for a new emerging segment of outside athletic consumers Merrell M-Connect will again drive incremental sales growth in the outdoor market.

Channelling the knowledge of ground feel and connection which is so integral to the success of the Merrell Barefoot range, Merrell has innovated once again to introduce the M-Connect Series for Spring 2013, drawing on 30 years of leading outdoor performance. Designed for a new emerging segment of outside athletic consumers Merrell M-Connect will again drive incremental sales growth in the outdoor market.

The M-Connect range is designed for various ‘outside athletic experiences’ whether running, training or hiking adding enhanced ground connection, a natural glove like fit and an overall fast, light and flexible design. The combination of these intuitive and tested M-Connect features take the benefits of minimal footwear to the next level, providing performance solutions for the user based on the demands of the outside activity. M-Connect reflects the Merrell philosophy, which is to inspire the outside athlete in everyone with products that engage people with their surroundings.

The M-Connect Series includes four collections designed to enable ground connection but built on different platforms based on activity – from Barefoot and Bare Access to multi-run (Mix Master) and multi-hike with (Proterra).

All of the products are built with agility in mind and range from zero to four-millimetre heel to toe drop and graded cushioning for enhanced ground response and necessary protection dependent on the intended end-use and terrain.

Working in the US with the University of Virginia’s SPEED Performance Clinic and Motion Analysis Lab, Merrell tested the stability and traction of different designs to find the ideal blend of flexibility, stability and traction. Tests on the new multi-hike Merrell Proterra product line demonstrated that the greater the surface contact the foot has with the ground while in motion, the greater the overall stability of the foot and body. Craig Throne, Vice President of Global Marketing at Merrell, said:

"Our experience with Barefoot taught us about connection and the benefits of a fast and responsive design."

"In the lab and on the trail we tested and applied these benefits across core categories unlocking this connection to our surroundings through a series of products that bring this instinctive design value across run, training, hiking and multi-sport activities. To date we have had a very positive reaction from key retail partners and are excited to bring M-Connect to the consumer."

Merrell Proterra is a brand new multi-hike collection combining design from both Merrell’s heritage performance and Merrell Barefoot learnings for fast, breathable and durable hiking shoes and boots. Proterra is built on a four millimetre drop and helps to improve a person’s stability through an outsole that enhances contact with the ground and a patent-pending upper that uses Stratafuse™ technology. Stratafuse injects the foot cage into the mesh upper, fusing it together for lightweight fit, natural movement and incredible durability.

The Merrell Barefoot range also gets a major update with heightened ground feel and a new upper design for running and fitness. Bare Access is freshened up for the season with greater ground connection and upper design but maintains a minimally cushioned ride with eight millimetres of M Bound™ cushioning throughout.

For multi-run activities, MixMaster sneakers are fast, flexible and light, and built on a four—millimetre drop for multi-tasking activities.

Notes to Editors:

Merrell

Merrell was founded by Clark Matis, Randy Merrell and John Schweitzer in 1981 and has provided outdoor enthusiasts with quality performance footwear ever since. The company’s philosophy is based on encouraging and equipping everyone to Get Outside to seek adventure, exhilaration and new experiences. As the concept of ‘outdoor’ has broadened to include all types of activities and environments – both natural and urban – Merrell has evolved its product range and categories to accommodate ‘The New Outdoor’.

The company was founded on the principle of developing bespoke footwear and has invested heavily in research and partnered with other forward-thinking companies such as Gore-Tex®, Polartec®, Thinsulate™ Insulation and Vibram® to provide consumers with revolutionary high-performance footwear.

Matis and Schweitzer sold the private company to Karhu USA and in 1997 Wolverine Worldwide acquired the company. Since then, it has grown in the ‘aftersport’ and fashion footwear categories and in 2006 Merrell launched a performance and lifestyle clothing line.

Merrell is ranked by Sporting Goods Intelligence as the Number 1 Worldwide Performance-Orientated Outdoor Footwear Brand for 2008.

Wolverine World Wide Inc.

The Merrell brand is wholly owned by Wolverine World Wide Inc. which was founded in 1883 in the US and now ranks as the world's largest marketer of branded work and outdoor shoes and boots.

Wolverine World Wide Inc. houses a number of work and sport footwear brands including: Caterpillar, Coleman, Hush Puppies, Patagonia, Sebago, Harley-Davidson Footwear & Bates (uniform footwear).

Footwear Focus

Student from Moda Footwear partner DMU to design shoe for Duchess

JOIN NOW!
Entrance Exam and 'New Membership Application' special offer £50 (for limited period only)

Click the logo for more information

Poll

"How would you prefer to read Footwear Today?"




LJR Footwear button LJR Footwear