Saucony has named Joy Allen-Altimare as its new global chief marketing officer, effective immediately.
According to the Wolverine Worldwide-owned footwear brand, Allen-Altimare will be responsible for developing and executing Saucony’s global branding initiatives, including brand positioning, direct-to-consumer strategies, advertising, digital strategies, international growth initiatives and expansion of the brand’s global heritage lifestyle business.
She will report directly to Rob Griffiths, Saucony’s global brand president, and join the brand’s senior leadership team.
In a statement on Tuesday, Griffiths said he was “excited” to welcome Allen-Altimare to the team. “She is a passionate change driver with an empathetic and inclusive approach to leadership and cultural transformation,” Griffiths stated.
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“Saucony is in an exciting period of growth, and as we focus on building a consumer-obsessed brand, part of that journey also requires establishing a winning workplace culture where everyone feels valued, invested and included,” Griffiths added. “Joy possesses the abilities needed to achieve this, creating an aspirational brand and energizing people to always keep moving forward.”
Allen-Altimare joins Saucony from Havas Media Network, where she was responsible for overseeing the agency’s client experience, growth and multicultural teams as the chief revenue officer of North America.
Before that, she was the chief marketing officer at Kindbody, a technology-driven fertility clinic network where she played a pivotal role in shaping its unique brand positioning and member experience. Prior to joining Kindbody, she served as the chief revenue officer for EHE Health.
“Saucony is at a pivotal moment with tremendous potential,” Allen-Altimare added. “The enthusiasm surrounding the brand is unmistakable, and I feel beyond blessed to be joining Rob and the whole Saucony team to help elevate this 125-year-old brand.”
The newly appointed marketing chief added that Saucony’s goal is to continue to increase its relevance and reach out to the lifestyle consumer. “I’ve always believed that one should pursue a purposeful, mission-driven life and career, and the brand’s dedication to diversity, equity, and inclusion, as well as sustainable practices, are values that resonate deeply with me,” Allen-Altimare said. “I am eager to uphold Saucony’s legacy and continue to effect positive, transformative change for the brand, the global running community and the entire sneaker culture.”
Allen-Altimare’s hire comes at a critical moment for Wolverine Worldwide as president and chief executive officer Chris Hufnagel works to turnaround the Rockford, Mich.-based footwear company.
In May, the company reported that revenues decreased 34 percent in the first quarter to $394.9 million, down from $599.4 million the same time last year. Ongoing total revenue in Q1 – which excludes the impact of sold assets like Keds, Sperry and the Wolverine leather business – decreased 24.5 percent to $390.8 million, down from $517.5 million the prior year.
While these results are still a marked decrease, Wolverine’s performance this quarter is up considering analysts were predicting sales for the period to come in at $363.08 million at the high end of guidance, according to Yahoo Finance.
By brand, Merrell reported total revenues of $133.0 million in Q1, down 26.2 percent from $180.3 million the same time last year. At Saucony, revenues in the quarter declined 24.5 percent to $100.1 million versus $132.6 million in Q1 2023.
The company’s namesake Wolverine brand reported revenues down 20.3 percent to $41.2 million versus $51.7 million the same time last year. And Sweaty Betty dipped 4.8 percent in the quarter to $45.2 million versus $47.5 million in the prior year.
“We are beginning to see proof points emerge as early validation of our strategy and execution – including record gross margin in the quarter, acceleration in our direct-to-consumer business, improving order trends across our wholesale operations, and a healthier balance sheet,” Hufnagel said at the time.
