It seems that my coverage of Merrell is increasing as I begin to take longer looks into alternative brands in footwear and apparel. This is a good thing because what isn’t being presented and discussed on larger “sneakerhead” websites are stories unrelated to cool and youth culture. This leaves analysis and coverage of the amazing content from those brands to be found by loyal followers of the company. My goal in presenting the most recent discovery of content from Merrell is to juxtapose it against the stories being revealed about Nike.
Last week news about Mary Cain’s disgusting treatment by Alberto Salazar in the Oregon Project sponsored by Nike should have been the straw that broke the camels back in Nike advertising and brand cache. Instead in the article I wrote that this information would not tarnish the Swoosh. That article link is below.
Nike is Bulletproof for this Reason Although Allyson Felix and Mary Cain Have Horrifying Stories
After thinking about this for a week and researching women athletes a bit more, I was sent a link to the story of Anna Frost. The video tracks Anna from the start of her pregnancy and winds through her competitions and shows the relationship with her husband who supports her training for the one of the most brutal sports in the world, Ultra Running. What is interesting is how Merrell has consistently shown a support for non-traditional athletes in outdoor sport. What is even more compelling is when you look at the high profile women athletes of other brands and how distant brands become when a woman athlete has to step away from the game because she gets pregnant.
Nike distanced itself from women athletes, but is also the sponsor of the brutal treatment of women athletes.
Puma endorses the most high profile athlete in the WNBA. Skylar Diggins actually played most of the WNBA season while pregnant!!!! Puma has doubled down on the NBA and there hasn’t been any celebration of motherhood with Skylar. No advertisements, no videos, nothing that underscores how difficult and amazing Skylar is… which would also benefit the WNBA. Hell the WNBA hasn’t really touted the incredible nature of, hell nature.
Candace Parker doesn’t have a signature shoe. Candace is coming to the end of a legendary WNBA career. She is by far one of the most marketable athletes in the game. She is endorsed by adidas. Her college, the Tennessee Vols, was endorsed by adidas. Parker’s college coach (Pat Summitt) is/was one of the winning-est coaches in NCAA history. Candace had to step away from the game when she was pregnant. Her college coach died, sponsored by adidas, and Candace returned to the WNBA and won a championship. adidas didn’t do jackshit. If this doesn’t frustrate you, I can keep going.
The point is, billion dollar brands, not just Nike, except in the case of Serena Williams, are failing to tell the story of women athletes even when its a perfect marketing opportunity. Merrell, a smaller company, in a niche category, I’m finding is consistently telling the story of their endorsed athletes. If other sites want to overlook it because a bigger brand is releasing 20 sneakers a week in ‘dope’ colorways, so be it. For me and my house, I’m going to share as many of these type of stories as possible.
Check out Merrell’s video of Anna Frost below:
https://www.youtube.com/watch?v=PdihZysj0K8&feature=youtu.be
Anna Frost is about to navigate through a new chapter in her life: pregnancy and motherhood.
On the surface, Anna Frost looks like a competition-driven, elite ultra-runner having won some of the hardest races in her sport. One would probably think the desire to win is what drives Anna to trail run. To her, trail running is a gateway to connection. Connection to nature. Connection to community. And ultimately, connection to the self.
