Wolverine reveals new licensing agreements for Merrell, Saucony brands

Wolverine World Wide, Inc. announced on Wednesday that it has entered into two new global licensing agreements, for the U.S. firm’s Merrell and Saucony brands.

Under the first agreement, Vida Shoes International will become the global Merrell and Saucony licensee for kids footwear with rights to these products in almost all markets subject to existing licenses.

In addition, Wolverine also agreed to license the global rights for Merrell apparel and accessories – including packs, bags, and hats – to Centric Brands in almost all markets subject to existing licenses. 

The new partnerships will be managed by Bornie Del Priore, Wolverine Worldwide’s president of global licensing.

Del Priore has decades of licensing experience, including with the company’s Hush Puppies and Stride Rite brands and in her prior leadership roles at Tommy Hilfiger and Ralph Lauren.

“Merrell and Saucony kids’ footwear are beloved by active families around the world and have helped to create lifelong Merrell and Saucony customers,” said Chris Hufnagel, president and chief executive officer of Wolverine Worldwide.

“By leveraging Vida’s deep experience with children’s products and our Stride Rite brand, we are confident we will build on these brands’ success. We are also excited about the potential to establish Merrell as a head-to-toe global lifestyle brand in partnership with Centric, which has a proven record of accelerating the growth of its licensed brands.”

Vida already serves as one of Wolverine’s key partners, having licensed the Stride Rite brand from the Michigan-based firm since 2017, and currently sources more than 20 million pair of kids footwear annually in several categories.

Centric boasts extensive licensing experience and currently serves as the apparel and accessories partner for more than 100 global consumer brands.

Hufnagel continued, “Global licensing partnerships like these drive significant value for the Company, reducing risk and cost while enabling us to realize the full value of our brands. We will continue to take actions to transform Wolverine Worldwide as we deliver on our vision to become builders of great global brands.”

Earlier this week, Wolverine announced the appointment of Dave Latchana to the role of chief legal officer and corporate secretary.