Brand Transformation in action: Unifying Wolverine Worldwide’s digital ecosystem

Wolverine Worldwide is a powerhouse in the footwear industry, with a portfolio spanning 15 globally recognized brands. But as the company expanded, their digital presence became fragmented—each brand operated on different e-commerce platforms, lacked clarity in positioning, and even competed with one another in overlapping product categories.

This wasn’t just a tech challenge—it was an opportunity for Brand Transformation. Wolverine needed a streamlined, scalable digital ecosystem that maintained each brand’s unique identity while creating a cohesive foundation that improved efficiency and consumer experience.

Partnering with Someoddpilot, we led a multi-year digital transformation, migrating all 15 brands onto Salesforce Commerce Cloud. This required more than just replatforming—we redesigned, re-architected, and unified the entire portfolio while ensuring each brand told its own distinct story. Through deep consumer journey mapping and persona development, we identified what made each brand unique and how to differentiate them within Wolverine’s broader ecosystem.

The result? A single, flexible digital framework that gave Wolverine the efficiency of a shared system while allowing each brand to stand apart. By standardizing backend operations and optimizing consumer touchpoints, we transformed a disjointed network into a scalable, future-ready commerce experience.

By aligning technology, brand storytelling, and consumer experience, we helped Wolverine Worldwide strengthen its digital foundation and set the stage for future growth.