Wolverine Worldwide CEO Chris Hufnagel said the parent company of Saucony believes the running and sport lifestyle brand is uniquely positioned as a “disruptive challenger brand” at the intersection of two of the fastest-growing categories in the market: Performance and Lifestyle Running.
In the first quarter ended March 29. Saucony reported revenue grew 15 percent year-over-year to $155.9 million with first quarter revenue said to reach a record level for the brand. Growth was said to be broad-based across channels and regions with contributions from both Performance and Lifestyle. Wholesale performance was led by International markets, particularly EMEA, which was supported by strong sell-through. DTC (direct-to-consumer) growth was led by EMEA and the U.S. as the brand’s marketing investment and new products drove consumer engagement across categories.
Analysts questioned company management about Saucony’s prospects for the second quarter as the brand must anniversary against a very strong 30 percent growth in the 2025 second quarter.
Company CFO Taryn Miller acknowledged the steep hill to climb in Q2, suggested that the 2026 second quarter will represent the toughest comp of the year for Saucony.
“The growth last year was partly aided by the $4 million of order timing shift that we talked about in the prepared remarks as well as the sell-in from the U.S. Lifestyle distribution expansion last year,” she explained, providing a hint of what drove that 2025 Q2 increase: the addition of 400 Lifestyle doors – including re-entering Journeys – to the 900 doors that were already allocated prior to that time last year.
“So as a result, we would expect the second quarter to be one of the lower quarters of growth for the year for Saucony,” she commented.
Hufnagel addressed sell-through rates for Saucony Lifestyle that are actually running higher than last year. He said they are encouraged by it as they think about that category and how important of a growth driver that can be for the brand.
“As we sit here today, the current order book, the visibility we have to it, the current sell-through rates that we’re getting from the marketplace, combined with the market share gains that we’ve talked about, leave us feeling good about how we’re viewing the rest of the year,” the CEO said.
The Lifestyle category, an important growth category that represents less than one-quarter of brand’s business today, according to Hufnagel, continues to stoke heat around the world.
When asked by an analyst what is happening with sell-through rates for 2026 since the company in February had forecast Saucony Lifestyle to be down in the U.S. for the year, Hufnagel responded that fundamentally, teh company’s perspective on U.S. Lifestyle hasn’t changed dramatically from when they spoke on the Q4 call.
“I will say that we are encouraged by the current sell-through rates that we’re seeing as we work to manage that in the U.S., and we’re encouraged by the continued market share gains we’re seeing in that run lifestyle business,” he said. “Those things give us confidence in how we work to learn from where we were and how we manage that business going forward, both here in the U.S. as we think about back half of 2026 and into 2027, obviously how we manage Europe. I think we’re pleased with the Lifestyle expansion in Europe that we’re seeing right now [that was] obviously learned from the U.S. expansion.”
At the same time, Hufnagel said he also wanted to make sure that the key city strategy for actually started outside the U.S., and London was actually the first city where it all began. “So we’ve got a couple of years of investment in London around that brand, which has helped raise brand awareness,” the CEO said.
“So as you bring the Lifestyle [cetegory] to market, I don’t think we have that headwind of lower brand awareness that we have struggled with in some markets here in the U.S.,” he continued. “I think in total, the Lifestyle story is, we’re pleased with the expansion. We’ve learned about marketplace management. I think the corrective actions that we’ve taken so far, we’re encouraged by. But as we sit here today, we’re pleased with the progress and pleased with the outlook.”
The brand introduced fresh colors on core lifestyle franchises like the ProGrid Omni 9 and dropped collaborations with Sneaker Politics and 316 in the first quarter, followed by collaborations with influential partners, including Greyson, Engineered Garments and the Studio Nicholson in subsequent weeks.
This weekend, Saucony plans to launch its latest collaboration with Minted New York in an event at its Covent Garden store in London where the brand has been building a buzz is building for several weeks.
“We’ve been very intentional in selecting collaborators who align with the brand and develop its relevance on several different strategic dimensions, and the results have been powerful, ” Hufnagel said.
The brand has also reportedly driven strong energy and sell-through on saucony.com with capsule collections like Hi-Octane and Kissaten. And newly reintroduced styles from the brand’s archives like the ProGrid Paramount and Kinvara 1 are said to be “just starting to hit Tier 0 retailers and elevated department store shelves.”
Turning to Performance, the CEO said the Endorphin collection represents the brand’s pinnacle offering of innovation for elite runners. “In February, Saucony launched the all-new Endorphin Azura, which we expect will be the brand’s all-time biggest franchise launch to date,” he claimed.
The CEO described the Azura as “a lightweight super trainer with innovative geometry and energy return foam to help runners go fast every day.” He said the Azura immediately became a top seller for the brand on saucony.com and at wholesale, aided by a fully integrated global activation and eager anticipation from the marketplace.
In March, the Saucony brand introduced the new high-performance Endorphin Pro 5 for race days with a dual layer foam midsole. “Both shoes are performing well and helped drive strong growth for the Endorphin collection overall at U.S. retail. Endorphin innovation continues to earn the respect of serious runners,” Hufnagel commented.
The Saucony Endorphin franchise had strong showings at both the recent Boston London Marathons with the Pro and Elite among the top shoes worn and notably in Boston, Saucony was the No. 2 brand overall for women. The brand plans to continue to build on this momentum with the launch of the Endorphin Elite 3, Saucony’s tip of spear product in June with perhaps the fastest endorphin innovation ever set for launch in 2027.
Saucony said it is driving momentum through marketing as well. The brand plans to bolster its key city strategy, which has reportedly been vital in driving outsized brand heat and growth in Europe by extending most notably into Paris this year, with a host of activations on tap, a new pioneer store planned to open in the city, and title sponsorship of the Eiffel Tower 10K.
Events to reach the broader running audience remain a key component of the brand strategy, Hufnagel shared. Saucony sponsored the Philadelphia Love Run at the end of the first quarter and is planned to sponsor the London 10K, Shoreditch Half Marathon and Berlin 10K later this year.
“While events and activations are helping reach more consumers, along with the brand’s Run as One campaign, Saucony is also focused on its ground game to drive sell-through with enhanced investments at wholesale, specifically in co-op marketing and field support. The team continues to generate momentum. Consumer interest in the brand is reaching record levels around the world, and I remain confident we have a very special opportunity in Saucony,” CEO Hufnagel concluded.
Image courtesy Saucony
