EXEC: Saucony Tapped into Each Performance and Lifestyle Gross sales to Drive 2025

The Saucony model reportedly drove broad-based income development throughout all classes, areas, and channels, leading to a powerful double-digit once more within the fourth quarter. Performance, nearly all of the model’s enterprise, was up over 20 % for the interval, with Lifestyle rising even quicker, based on feedback from mum or dad firm Wolverine Worldwide, Inc. President and CEO Chris Hufnagel.

Brand income elevated 26.4 % year-over-year to $125.9 million within the fourth quarter, representing development of 24.2 % in constant-currency (cc) time period. Company CFO Taryn Miller stated the rise was pushed by robust development in each the U.S. and worldwide markets.

“In the biggest quarter for DTC, the channel grew mid-teens,” Hufnagel famous on a convention name with analysts on Thursday. “Importantly, Saucony saw further increases across brand health metrics, especially with runners.”

“Double-digit Wholesale growth was supported by continued positive sell-through at retail,” she famous. “DTC grew in mid-teens, and both performance and lifestyle categories delivered meaningful gains.”

As with its sister model Merrell, Saucony model development for the second half of the 12 months moderated to mid- to high-20 % vary positive aspects in Q3 and This fall after posting 40 % development within the second quarter.

He stated the model continues to guide with pinnacle innovation with an Endorphin assortment for elite runners – which once more drove robust development year-over-year at U.S. retail within the quarter.

“The brand’s core four franchises, the Ride, Guide, Hurricane, and Triumph, aimed squarely at the broader casual running opportunity, continue to contribute good growth as well,” he added.

On the Lifestyle facet, Hufnagel stated Saucony continues to inject vitality into the model world wide.

“This past fall, the brand launched collaborations with Jae Tips and Engineered Garments, among others,” Hufnagel detailed. “In December, Saucony partnered with culture-shaping powerhouse, Westside Gunn, an influential retailer, Kith, to release a very special collaboration at Art Basel. The drop, featuring the Pro Grid Triumph 4, garnered global attention and drove record traffic to saucony.com and sold out in minutes.”

He stated the model continues to have a voice within the cultural discourse, along with innovating in efficiency working, and has robust plans in place as soon as once more for 2026.

Outlook
This 12 months, Saucony stated it expects to ship new iterations for every of its core 4 franchises, beginning with the Ride 19 launch final month, which has reportedly turn out to be a high vendor on saucony.com.

“With this year’s updates, the Triumph 24 and Hurricane 26 are both slated to get new proprietary Incredilux foam, a high-end compound that delivers a luxurious ride with enhanced energy return, cushioning, and durability,” the CEO shared. “Just 25 days ago, Saucony brought to market what we expect to be its biggest debut launch of all time to date, the all-new Endorphin Azura, fueled by a fully integrated global activation plan.” The Azura is a light-weight tremendous coach with modern geometry and superior vitality return foam to assist the runner go quick every single day, and delivers all this innovation for $150.

Hufnagel stated demand at saucony.com is already far forward of forecast, and sell-through at retail, each within the U.S. and overseas, has been “exceptionally strong.”

[Saucony] Lifestyle development is anticipated to be led by worldwide markets, notably in EMEA, the place the model is reportedly seeing wholesome demand supported by key metropolis activations. In the U.S., following expanded distribution, 2026 is concentrated on optimizing the footprint by sharper assortments and advertising and marketing to help full value sell-through and sustainable long-term development.

The Pro Grid Omni 9, Ride Millennium, and different key silhouettes are deliberate to see recent colorways and materializations this 12 months. The model can be anticipated so as to add advertising and marketing gas to the model warmth inbuilt 2025.

“To capitalize on the momentum we have built, we plan to step up Saucony’s brand-building efforts in 2026, making our largest annual marketing investment ever in the brand,” Hufnagel shared. “Saucony plans to proceed to sponsor key occasions just like the London 10K, the Shoreditch Half Marathon, the Eiffel Tower 10K, and new this 12 months, the Berlin 10K and arrange its personal occasions like The Maze, a sequence of unique run membership races with latest installments in Seoul, New York City, and London.

In addition, the model anticipates increasing its key metropolis technique from Tokyo and London into Paris, with continued occasions and activations and the deliberate opening of a brand new pioneer retailer in Paris later this 12 months.

“While we are investing in growing awareness and fueling brand heat, we continue to strengthen the brand’s ground game as well, driving sell-through with point-of-sale and co-op activations and enhanced field support,” Hufnagel acknowledged. “The brand has been able to marry performance and culture in a unique and compelling way, and we expect another year of double-digit growth in 2026.”

Saucony is anticipated to drive outsized and broad-based development within the low- to mid-teens in 2026, with positive aspects throughout each Performance – which makes up nearly all of the model’s income – and Lifestyle. In Performance, the latest Endorphin Azure launch and the deliberate refresh of all of the 4 franchises in 2026, supported by continued advertising and marketing funding and floor recreation activations, are anticipated to drive world development.

Image courtesy Saucony/Wolverine Worldwide, Inc.