According to the Spanish trade publication Tradesport, Deerfoot Sport’s contract to handle the distribution for Saucony on the Iberian Peninsula came to term on Dec. 31 and was extended to June 1 but no further. Saucony’s parent company, Wolverine Worldwid, began establishing operations of its own in Spain in 2014 and has now set up a subsidiary to take direct charge of Saucony’s distribution.
To lead operations, Wolverine has hired Jerónimo Vázquez-Canónico, who until now was the head of the Saucony account at Deerfoot and has worked also for Nike, Billabong and Fox Head, a producer of apparel for motocross and mountain biking. Vázquez-Canónico will be moving to Wolverine’s offices and showrooms in Castelldefels, near Barcelona, where Saucony will space with a fellow Wolverine brand, Merrell.
Since its founding, in 2001, Deerfoot has derived nearly all of its business from Saucony. According to CMDsport, the company has now signed on with two new brands to cover the loss.
One is Diadora, which has been distributing through Comercial Udra since 2014. This Italian brand plans to inaugurate the new arrangement with the launch of a running collection promoted by Gelindo Bordin, marathon champion of the 1988 Olympic Games in Seoul. Deerfoot will be distributing its full Active line, including products for tennis, pádel and football.
The other is Coros, an American brand of recent vintage with a specialty in GPS sports watches, performance optimizations devices (PODs) and helmets. Its products cover trail running, cycling, triathlon and the outdoor sector, among other sports. Another marathoner, Eliud Kipchoge, is among its sponsored athletes.