Wolverine World Wide, Inc. announced that it entered two new global licensing agreements as part of its ongoing “strategic transformation” into a brand-led growth company.

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

Wolverine designates Vida as “a key partner,” having licensed the Stride Rite brand since 2017, and sources over 20 million pairs of kids’ footwear annually for the company in several categories.

WWW also agreed to license the global rights for Merrell apparel and accessories, including packs, bags and hats, to Centric Brands, LLC in almost all markets subject to existing licenses. Centric, with its “deep licensing experience,” is an apparel and accessories partner for reportedly over 100 global consumer brands.

Bornie Del Priore, Wolverine Worldwide’s president of Global Licensing, will manage the partnerships. Del Priore has “decades of licensing experience,” including with the company’s Hush Puppies and Stride Rite brands and 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 life-long Merrell and Saucony customers,” said Chris Hufnagel, president and CEO 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.

“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,” concluded Hufnagel.

Image courtesy Saucony