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Merrell is part of Wolverine Worldwide, which owns others shoe brands, including Hush Puppies and Sebago. Wolverine also has the exclusive footwear license for brands such as Harley Davidson and Patagonia. measured media.

“We were impressed with Hill Holliday’s passion for Merrell and their belief in our growth potential,
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” Merrell VP Global Marketing Craig Throne said in a statement. “The agency’s big picture approach to modern marketing . from big brand ideas to retail solutions, is an ideal fit for Merrell’s future brand direction.”

Hill Holliday CEO Mike Sheehan said that part of the reason the agency got the win was it “track record of leveraging customer loyalty to expand a brand’s presence and help business.” During the pitch, he said,
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Merrell had challenged Hill to come up with ways to “break the category rules” to expand its brand.