White Merrell Relay sneaker with metallic side detail on a sunlit cracked pavement next to the hem of a sheer white dress — Strong sunlight and a flowing dress give the Relay sneaker a fashion look.

Key takeaways

Format: Editorial sunlit lifestyle Story with a one-word product name
Best for: Fashion sneakers and casual shoes aimed at women
Hook: Hard light and flowing fabric make a sneaker feel like fashion
Reuse it: Use strong natural light and soft fabric to elevate a simple product

Available sizes

Meta Stories/Reels (9:16)338 × 600 · JPG

What is a lifestyle ad?

A lifestyle ad shows the product being used in a real setting by the kind of person who buys it. Instead of listing features, it sells the feeling or outcome of owning the product, which makes it a strong fit for fashion, home, travel and wellness brands.

See all lifestyle ads →

Why this lifestyle ad works

01
Light creates mood
Hard sun and long shadows give the image a warm, summery, magazine feel.
02
Fabric adds femininity
The sheer dress shows the sneaker works with dresses, widening its styling.
03
Shoe as the bright spot
The white sneaker is the brightest object, so it draws the eye first.
04
One word, easy recall
'Relay' is short and simple, which helps memory for a new model.

Full creative breakdown

Who this ad targets

This ad targets style-conscious women aged 22 to 40 who want a comfortable, retro sneaker they can wear with dresses and everyday outfits. They are likely city dwellers who walk a lot and follow fashion trends such as retro runners. They may not know Merrell as a fashion brand, so the ad introduces it through styling rather than performance claims.

Copywriting analysis

The on-image copy is just 'Relay'. It is short, rhythmic and easy to remember, and it hints at movement and passing a baton, matching a walking or running sneaker. With no claims, the ad depends on the photo for persuasion, a choice that fits fashion-led products where look matters most. Primary text can add the comfort and retro design story. The name is also short enough to sit large and centered without crowding the photo, which keeps the composition calm. For a brand known for hiking, this restraint signals a deliberate move into fashion.

Visual design

Warm, golden tones from sunlight dominate, with sandy pavement, deep shadows and the white shoe and dress as highlights. Long curved shadows add graphic shapes that lead to the sneaker. The model is cropped at the knee to focus on footwear and fabric. The product name sits centered in white, readable over the textured ground. A thin right-side strip and small centered wordmark match the rest of the lifestyle series.

How to adapt this template for your brand

Shoot in the late afternoon for long, graphic shadows.
Add a soft, flowing fabric near the product for movement and contrast.
Crop the model so only the product and styling are visible.
Use a short, memorable product name as the only copy.
Keep branding small and centered at the bottom.

Tips for footwear ads on Meta

Built for Instagram and Facebook Stories and Reels, where it fills the full screen. Keep the product name and logo out of the top 14% and bottom 20% so the profile bar and CTA button do not cover them. Pair it with a short primary text and a Shop Now button, and run it next to a 4:5 feed version of the same shot so Advantage+ placements can serve the right crop. Refresh the creative every two to three weeks to avoid fatigue.

About this creative

A vertical Story ad for the Merrell Relay sneaker. The photo looks down at a sunlit, sandy-colored pavement with cracks and long, curved shadows cast across it. A foot in a white, low-profile retro sneaker steps forward in the lower center of the frame. The shoe has a smooth white upper, white laces and a metallic, textured 'M'-style side detail, catching the sunlight. The hem of a sheer white dress flows in from the upper left, glowing in the light, and the leg is cut off at the knee, keeping attention on the shoe. Red brick and a striped crossing are visible at the right edge, and a thin vertical strip suggests a second panel, as in other ads in the series. 'Relay' is set in white sans serif in the center of the frame. The small MERRELL wordmark is centered at the bottom.

Meta ad · 338 × 600 · Footwear

Merrell Relay Sneaker Ad: Sunlit Street Lifestyle Story

This Merrell Relay Story ad shows a white retro sneaker on a sunlit, cracked pavement with long shadows and the edge of a sheer dress. It is a 9:16 Meta creative that shows how an outdoor brand can sell a fashion sneaker with editorial light and minimal copy.

Added 11 Oct 2026