Wolverine World Wide, Inc. appointed Melissa Mullen as global brand president of Sweaty Betty, the women’s activewear brand it acquired in August 2021.
Mullen, a seasoned consumer-focused and omnichannel retail leader, reportedly brings a wealth of experience from various senior executive roles with global fashion, athletic and footwear brands. Since 2019, she has been the VP/GM of the U.K. and Ireland for Jo Malone London, the British lifestyle brand owned by the Estée Lauder Companies, responsible for commercial operations in those two markets, including stores, eCommerce and wholesale.
Before joining Jo Malone London, Mullen worked at Nike for over eight years in various e-commerce and merchandising roles across Europe, Asia and North America. These included working as a senior director of Nike Direct Retail in the U.K. and Ireland and as a senior director of Nike.com Global Expansion.
Mullen will report to Isabel Soriano, president of Wolverine Worldwide’s London-based International Group, closely aligning the brand with the company’s other international businesses and leveraging strengths and resources across functions. She succeeds Julia Straus, who, as previously announced, is returning to the United States with her family.
“Melissa’s proven track record with consumer-obsessed global athletic and fashion brands makes her the ideal leader to help propel Sweaty Betty forward, and I’m extremely excited to welcome her as its next global brand president,” said Soriano in a statement. “Her deep omnichannel experience and industry knowledge will help position the brand for long-term success.”
“Wolverine Worldwide’s strategy includes focusing our efforts and investments on Sweaty Betty and other key brands within our portfolio,” said Brendan Hoffman, CEO of Wolverine Worldwide, in the release. “I’m confident Melissa will help unlock Sweaty Betty’s global growth potential and forge even stronger connections with its consumers around the world.”
“When the opportunity arose to lead Sweaty Betty, a brand rooted in purpose and deep consumer connections, I knew I had to be part of the next chapter of its story,” said Mullen. “I look forward to working with this incredible team to grow our business and support our mission to empower women around the world through fitness and beyond.”
Photos courtesy Sweaty Betty
