Wolverine World Wide is “relentless by nature”. Since 1883, Wolverine has persistently brought to market game-breaking and innovative footwear. When this leader in high quality boots for both work and outdoor decided to extend its product line to become a head-to-toe lifestyle brand, they knew they couldn’t take another 100+ years, so Wolverine enlisted OOBE’s help.

With “Boots + Shoes + Apparel + Gear” as its tagline to promote their new product strategy, Wolverine realized the significant investment it would take to construct from scratch an apparel supply chain of everything from fashion designers to factories. Wolverine contracted with OOBE to produce a line of apparel that was complementary to Wolverine’s shoes and boots, while Wolverine leveraged its core competencies in the areas of sales and distribution.

Since Spring 2006, Wolverine apparel has enjoyed broad distribution in the retail market through workwear and outdoor specialty stores. As a result, Wolverine has increased its shoe and boot sales by 11% - 15% in those stores that decided to carry its apparel line. Wolverine’s strategy of “Boots + Shoes + Apparel + Gear” has resulted in a tremendous success story for “Wolverine + OOBE + Retailers + Consumers”.