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Merrell X Dressup.ge at the TbilisiMarathon
On September 27, Dressup.ge joined the TbilisiMarathon as a partner and presented Merrell at the event. During the marathon, we spoke with Merrell representative Murat Taş. He shared his impressions of the runners and outdoor enthusiasts gathered in Georgia, the brand’s approach to movement and its plans with Dressup.ge
Why does Merrell support running and a culture of movement?
For many people, Moab is the first name that comes to mind when they think of Merrell. The brand’s outdoor heritage remains central to its identity, but today its range extends across hiking, trail running, running and everyday lifestyle.
Behind that expansion is a clear approach: movement and time outdoors should be accessible to everyone. Merrell’s global platform, “It Starts Outside,” brings that idea together. Going outside might mean running 20 kilometres on a trail, taking part in a city marathon or simply stepping out for a walk.
“We want to be where people actually move,” says Murat Taş. With that approach, Merrell works with leading athletes, including elite trail runners, and supports running groups and races around the world. The TbilisiMarathon fits the same vision: it brings running into the heart of the city and gives people with different levels of experience an opportunity to move together.
Georgia’s connection with nature was already familiar to Murat Taş. The Caucasus, the trails and the proximity to the outdoors make it easy to see where Merrell belongs. Meeting the runners gathered at the marathon, however, added another dimension to his impression of the country.
“What impressed me most was that it did not feel like movement belonged only to professional athletes,” he says.
Participants differed in age, experience and motivation. Some were chasing a personal best, some were running their first race, and others had come to support friends or family. That diversity, together with the enthusiasm of local runners, caught Murat Taş’s attention.
In his view, Georgia’s existing connection with nature is accompanied by a growing interest in running, walking and outdoor activities in the city. For Merrell, this creates an opportunity to meet people who already make movement part of their everyday lives.
What you should consider when choosing running shoes
Different ways of moving create different needs. As Murat Taş explains, there is no single perfect running shoe for everyone.
Distance, terrain, running style and individual needs all shape the choice. Alongside cushioning, footwear needs suitable traction, stability and protection, particularly when moving from the road onto trails or more technical terrain.
Heel-to-toe drop should suit the runner’s natural movement and the footwear they are accustomed to. Fit around the forefoot also needs consideration, as feet naturally expand during longer runs.
In this context, Merrell’s representative points to FloatPro™ cushioning, Vibram® Megagrip outsoles and protective constructions developed for technical terrain. Models such as the Agility Peak bring the brand’s outdoor experience into long-distance trail running.
“Ultimately, the right shoe should allow you to stop thinking about the shoe,” says Murat Taş.
How this connects with the Dressup.ge partnership
Taking part in the TbilisiMarathon gave the partners an opportunity to meet customers directly. According to Murat Taş, the goal of the partnership with Dressup.ge is to bring Merrell closer to people who run, hike and choose outdoor activities.
“Dressup.ge is one of our most strategic partners in Georgia, and our relationship goes much further than simply supplying products,” he explains.
For him, a local partner’s role includes both making products available and representing the brand in the right way. Merrell needs partners who understand the identity behind its products and believe in the brand’s potential in their local market. According to Murat Taş, Dressup.ge shares that understanding.
Trust is the foundation of this partnership. Alongside product sales, the partners consider how customers can get to know Merrell through their own experiences. The TbilisiMarathon is an example of that approach: an opportunity for the brand to meet people who share its values.
This is why Merrell and Dressup.ge see the partnership continuing through support for running, hiking and other outdoor activities. Murat Taş hopes that future gatherings of this kind can also take place on a larger scale.
In his view, the TbilisiMarathon was an important step in that journey. It also showed the direction for the partnership: more opportunities for people in Georgia to experience Merrell while moving.