Wolverine’s Sweaty Betty and Merrell in first-ever collab

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UK sportswear company Sweaty Betty, which has been owned by Wolverine World Wide since 2021, has announced a partnership with Merrell, another Wolverine brand.

 

 

The two sibling companies have collaborated to create a women’s hiking capsule collection. It emphasizes “sisterhood and nature – and how the two are unstoppable when combined,” according to what they claimed.

Launching on April 2 on sweatybetty.com and March 25 on merrell.com/uk, the company claimed it’s “breaking barriers and blurring boundaries.”

It’s going to be interesting because this is the first time the American outdoor brand and the British brand, which is more closely linked with yoga pants and similar pieces, have collaborated to produce a joint garment, accessory, and shoe offer.

According to a recent global poll, about a third of young individuals report feeling very or very lonely, which is consistent with the highest levels of loneliness, according to the firms. In order to overcome the loneliness they may experience, they are thus “advocating for women to discover the simple power of the outdoors.”

Vice-President of Marketing Lindsey Lindemulder stated, “We know women are willing to try all sorts of methods when it comes to self-care and, together, our brands are championing the solution that getting outside and moving your body is the most available, long-term form of self-care.” “This year, we’re uniting around a celebration of sisters and togetherness—women can rejuvenate and pamper themselves when they spend time together outdoors, whether that sister is in your community or not.”

The brand-new “versatile Moab Speed 2, designed to make you rethink what hiking footwear looks and feels like” and the sporty Speed Fusion Web sandal, “with a modern outsole and fresh aesthetic,” are two pieces from the line, which “stands at the intersection of fashion and function for the outdoors.”

“Unique versions of Sweaty Betty’s best sellers” are also available. The Athlete Seamless Workout Tee, 2-in-1 Hiking Jacket, Convertible Hiking Pant, Power Bra, Power Cargo Short, Power Cargo Workout Legging, and Whisper Anorak are a few of them. The Crest 1.5L Lumbar Pack and Crest 8L Sling are examples of accessories.

According to Catherine Tooke, chief product officer of Sweaty Betty, “We followed the creative direction of’rewilding,’ which translates into a safari-inspired collection that manifests into a high concept collection of functional activewear, focused on the outdoors.” “An explosion of cloths, saturated materials, and texture results from the fearless, instinctive approach to bold colors and prints.”

The partnership is a component of larger marketing initiatives for both firms. Merrell’s “More Less” campaign is one of them; it aims to remind women of the basic power of nature while criticizing the gimmicky self-care industry. Women are being urged to rethink their approaches to self-care and outdoor exercise; dressing appropriately is the first step.

Women are urged to “feel good with their sisterhood, to get together with their friends, and get outside this spring” by Sweaty Betty’s seasonal Spring It On campaign.


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Ethan Sullivan

Ethan's penchant for the pulse of the fashion world extends to covering lifestyle topics, offering readers a seamless blend of the latest style updates and lifestyle trends.

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