Rockford, Michigan-based Wolverine Worldwide Inc., whose portfolio of brands includes Sweaty Betty, Hush Puppies, Wolverine, Chaco, Bates, HYTEST, and Stride Rite, announced Wednesday that it has entered into two global licensing agreements as part of an ongoing strategic transformation.

Under the first agreement, Vida Shoes International will be the global licensee for Merrell and Saucony kids’ footwear. Vida has held the license for the Stride Rite brand since 2017.

Merrell Apparel and Accessories

The second agreement licenses Merrell apparel and accessories – including packs, bags, and hats – to Centric Brands LLC. Centric has deep licensing experience and is the apparel and accessories partner for more than 100 global consumer brands.

Bornie Del Priore, Wolverine Worldwide’s president of global licensing, will manage the new partnerships. Del Priore has decades of licensing experience, including with the company’s Hush Puppies and Stride Rite brands and in her prior 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 Wolverine Worldwide President and CEO Chris Hufnagel in a statement. “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.”

Mr. Hufnagel continued, “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.”