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Saucony Eyes Brighter Days in 2024


With parent Wolverine Worldwide undergoing a corporate overhaul under CEO Chris Hufnagel, Saucony is bracing for a difficult final quarter but encouraged by an improved product pipeline, likely more advertising dollars to spend and at least four new model introductions in 2024.

Saucony sales declined by 14 percent in Q3 to $116.4 million and are predicted to fall by mid-teens in the fiscal year’s final period. But with a new chief marketing officer coming on board for the brand and new versions of the Ride, the Guide 17, Triumph 22 and Hurricane 24, Wolverine’s senior management thinks Saucony’s fortunes will be looking up next year.

As for Wolverine, it doesn’t believe its transformation as a company will be completed over the next six months. Already, the company has embarked on an ambitious cost-saving strategy aimed at reducing annualized costs by $215 million. A global workforce reduction and $100 million in supply chain and logistic savings are part of the broad plan. Additionally, the group is restructuring its North American commercial structure, partly through an alignment of U.S. and Canadian operations, and a new product lifecycle management and digital product design team focus.