Wolverine Worldwide has inked two new global licensing deals as part of its strategic evolution into a brand-focused growth entity. Vida Shoes International will take on the role of global licensee for Merrell and Saucony kids footwear under the first agreement. This partnership grants Vida rights to these products across almost all markets, complementing its existing license for the Stride Rite brand since 2017. Vida currently supplies over 20 million pairs of children’s footwear annually for Wolverine.
The second agreement sees Centric Brands, LLC securing global rights for Merrell apparel and accessories, extending to packs, bags, and hats in nearly all markets. Centric, recognized for its extensive licensing expertise, boasts partnerships with over 100 global consumer brands. Wolverine Worldwide’s President of Global Licensing, Bornie Del Priore, will oversee these collaborations, leveraging his extensive licensing background, including stints with Hush Puppies and Stride Rite, along with leadership roles at Tommy Hilfiger and Ralph Lauren.
For Chris Hufnagel, President and CEO of the group, these partnerships open up the potential to grow Merrell into a comprehensive global lifestyle brand with the support of Centric. “These global licensing partnerships are instrumental in driving value for our company, mitigating risk and costs while unlocking the full potential of our brands,” he said. “We remain committed to our vision of cultivating outstanding global brands as we continue to propel Wolverine Worldwide forward.”
