Merrell is launching a multinational product takeback and resale program called Merrell ReTread. The program, which launches in April in the US and Canada in a partnership with ReCircled, allows consumers to give back Merrell footwear. Once received, the footwear is repaired and refurbished for resale, broken down for use in new products, or recycled.
Once a shipment is collected, consumers receive a $20 off promotion code to purchase new Merrell footwear or apparel. The program is scheduled to expand globally and launch in the EMEA later this year.
Merrell described the program as the “first of its kind program that introduces the takeback economy to the footwear industry and is a step towards a more circular economy,” and is part of its This Is Home program, a multi-year sustainability initiative to inspire consumers to protect nature and get outside.
The campaign will focus on digital, social and connected TV while showing Merrell footwear and apparel made from sustainable materials.
“The role of This is Home is to ignite our emotional connection to the outdoor environments around us by encouraging people to deepen their experiences locally,” said Chris Hufnagel, global brand president, Merrell. “We believe the outdoors is a place that people can always come home to, and that is why we are committed to preserve and protect the places we recreate. The Merrell ReTread program is a firm step in our sustainable commitment, enabling us to extend the life of our Merrell footwear and giving people more options to minimize their environmental footprint.”
