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Wolverine Worldwide licenses brand to footwear company

June 2, 2017
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Wolverine Worldwide headquarters
Rockford-based Wolverine Worldwide is a maker of footwear and apparel that are sold in about 200 countries. Photo via

Wolverine Worldwide has reached a licensing agreement for one of its brands that will spearhead the development of the company’s children’s products.

The Rockford-based maker of footwear and apparel said this week it entered into a multi-year licensing agreement of its Stride Rite brand to Vida Shoes International, making Vida Shoes the brand licensee for Stride Rite’s products.

Wolverine also announced the creation of the Wolverine Children’s Group, which will focus on growing the company’s children’s business.

Licensing agreement

As brand licensee, Vida Shoes International will design, develop and market children’s products under the Stride Rite brand, beginning in July.

"Wolverine has a long history of working with great partners to license and distribute our brands around the world," Wolverine Worldwide president, CEO and chairman Blake Krueger said. "Stride Rite is an iconic, premium children's footwear brand, and this global partnership is the next stage in Stride Rite's nearly century-long history. Vida Shoes International shares our mission to design products that kids love, while offering parents fashionable and functional options for their children.”

Wolverine Children’s Group

The new Wolverine Children’s Group is a part of the company’s Way Forward strategic initiative and will focus on growing the development of children’s products in Wolverine’s brand portfolio, including Merrell, Sperry, Saucony, Hush Puppies and Keds.

Wolverine Worldwide has hired experienced industry executive Bornie Del Priore as VP and general manager of the Wolverine Children’s Group to lead the initiative.

Del Priore previously held senior leadership positions at Tommy Bahama Footwear, Tommy Hilfiger USA, Tommy Hilfiger Footwear and Ralph Lauren Footwear.

“Today's announcement is evidence of the tremendous progress we are continuing to make on our Wolverine Way Forward transformation — to position the company to drive deeper consumer connections, accelerate the global growth of our brands and ultimately, deliver greater shareholder value," Krueger said.

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