Companies

Genesco and Wrangler sign a multiyear licensing agreement

Jul 24, 2025 United States

Genesco and the denim and lifestyle brand have signed a multi-year licensing agreement, whereby the former will design, source, and market footwear under the Wrangler brand

According to the statement, this deal represents a “strategic move” for both companies. On the one hand, building on Genesco’s footwear expertise, it will enable Wrangler to develop as a cross-category lifestyle brand and reach a broader audience. Conversely, it will enable Genesco to expand its portfolio of licensed brands.

“We are thrilled to partner with Genesco, an industry leader with a proven track record of successfully interpreting brands and bringing compelling footwear to market,” said Steve Armus, Vice President of Licensing and Collaborations at Wrangler.

He continued: “This licensing agreement represents a promising opportunity to introduce Wrangler footwear to a wide audience. We believe this partnership will strengthen our brand presence and allow more consumers to experience the quality and heritage of Wrangler in an exciting new product category”.

“We’re excited to leverage our know-how to build a footwear assortment that honours Wrangler’s legacy of adventure, new frontiers and craftsmanship. From everyday workwear to casual lifestyle to Western-inspired silhouettes, we see significant potential to blend rugged authenticity with unique styling, storytelling, innovation and comfort”, commented Rick Higgins, President of Genesco Brands Group.

The first collection of Wrangler footwear under the licensing agreement is expected to launch in autumn 2026.

Image Credits: insideretail.com.au

United States Brands Companies Footwear Genesco License Partnerships