Merrell unveiled a women's-specific online resource dedicated to educating and training women on barefoot running and fitness. The title of the site is “Pretty Strong,” captioned with “unleash your natural power, embrace your natural beauty,” bringing powerful and personal definition to the natural balance women seek everyday to be strong and embrace their potential.
Merrell said the website, www.merrell.com/barefoot-women, is meant to encourage women to set and meet their personal fitness goals through the benefits of natural movement. The site is interactive and engages women to share their personal stories through testimonials, comments on the women's blog and through Merrell's social places.
“At Merrell, we have spent many years watching how the natural beauty of the world outside motivates people to greatness,” said Meg Hammond, marketing director at Merrell. “Not surprising that Mother Nature is both a woman and a force to be reckoned with. From many years of experience outside and a dedicated focus on women's-specific designs, Merrell understands the natural power of women. It is Pretty Strong. Merrell Barefoot is designed to unleash a woman's natural power, her natural beauty and helps her feel the whole body benefits from moving the way nature intended.”
The women's resource page offers a women's-specific transition to barefoot and training program with coach Walt Reynolds, professional trainer and President of NovaSport Athlete Development. Reynolds is one of the architects behind Merrell Bareform. A 180 beat per minute playlist includes fitness music selected by female barefoot enthusiasts on the Merrell team and encourages the natural 180 cadence (feet landing 180 times in a minute while running) of barefoot movement.
Additionally, the site reaches women through a video illustrating the real-life barefoot stories of four female fitness enthusiasts in the Merrell family. The video is available at www.youtube.com/watch?v=v5ctW384Pbg&feature=player_embedded
The four women each has a different personal goal and story but all benefit from their transition to barefoot shoes and discover they are “Pretty Strong.” Through their different athletic personalities and goals, Merrell hopes to convey the benefit of barefoot movement for any woman, to make barefoot fitness an inclusive experience that all women can relate to and become curious about. To further their story reach, Merrell will dedicate the majority of its advertising efforts this spring on Merrell Barefoot for women. The advertising is available at www.youtube.com/watch?v=v5ctW384Pbg&feature=player_embedded.
Snowy Mellish, women's product line developer at Merrell, said Merrell will continue to offer female designs that are lighter and more nimble in fit, feel and function, as well as feminine in look. She adds, “What is right for her will be different than what is right for a 200 pound guy. Merrell has had a successful history in the outdoor market differentiating itself by moving away from a ‘shrink it and pink it' mentality and we feel the same will benefit us in the running and athletic markets.”
Merrell's women's-specific barefoot models include the Bare Access Arc, a transition shoe; and Dash Glove, a zero-drop, super lightweight and nimble fitness and running shoe. Other versions include the Barefoot Train collection for women for ground gym and outdoor fitness, the Lithe Glove cross-trainer with more protection, and more athletic Pure Glove Mary Jane style for après pilates or yoga or a quick lifting routine in the gym.
