In 2021 we pitched the concept of a hike club to outdoor brand MERRELL as a way to create community and awareness for their brand in Europe. 

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We created a bespoke visual language and tone of voice for MERRELL HIKING CLUB - a European-wide inclusive hiking initiative and have run it ever since.  MHC has since hosted 100+ events across 6 countries, worked with 30+ Trailblazers (our name for influencers and creators), made 5 award-winning short films exploring women's stories of resilience and inspiration and got 1 billion+ PR impressions including write ups in Stylist, METRO, Scandi Vogue, Marie Claire, Forbes and Apple News.   

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MHC is a project that really utilises all of our skills and services at FN - from producing events to making merch; from brand films and campaigns to talent comms and content creation; from running 6 Facebook Groups to reporting. Working on a multi-year project has also meant we can really track awareness and conversation to sales and make adjustments accordingly.

 

Beyond big data it has been a beautiful project on an individual level - getting hundreds of women out on their first ever hikes, building confidence and many stories of friendships made and brand loyalty built. It has been a joy to work on.