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with contributions from Jennifer Ernst Beaudry
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The new Merrell Web site.

Photo By Courtesy Photo

Booting Up Merrell
Merrell launched a new Web “destination” earlier this month that should do some good for the brand — and for kids across the country. The site, which went live Feb. 1, includes an enhanced online shopping area that allows visitors to customize their search by a range of options: from the usual “color,” “style” and “price” to the more unusual “type of activity” and “terrain to be tackled.” It also is debuting three other interactive sections where guests can learn more about Merrell products, link up with fellow outdoor enthusiasts and watch videos posted by the company. Marketing manager Stephanie Tully said the goal was to create an outdoor-focused destination that would inspire people to get active. And one way Merrell is accomplishing that goal is by donating $5 from each online sale this month to the Youth Outdoors Legacy Fund, a nonprofit organization that introduces kids to the benefits of an active lifestyle.

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