Wrangler Expands Into Footwear with Genesco Partnership

Article Summary

Wrangler has signed a multiyear licensing agreement with Genesco Inc. to launch a full line of men’s, women’s, and children’s footwear under the Wrangler brand. The collection, expected in Fall 2026, will blend classic rugged aesthetics with trend-forward styles, reinforcing Wrangler’s evolution into a cross-category lifestyle brand. Genesco, known for its success with licensed footwear like Dockers and Starter, will handle design, sourcing, and marketing. The partnership aims to leverage Genesco’s retail footprint and storytelling expertise to bring Wrangler’s heritage of adventure and craftsmanship into the footwear space. This move positions Wrangler to reach new audiences and expand its presence in both casual and workwear segments.

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Local Business Types for Broadcasters to Consider Contacting

Western Apparel Retailers – These stores can benefit from promoting Wrangler’s new footwear line, especially if they already carry the brand’s denim. Broadcast campaigns can highlight the full lifestyle offering.
Workwear Supply Shops – With Wrangler’s rugged appeal and Genesco’s comfort tech, local stores serving tradespeople and outdoor workers are ideal partners for showcasing durable, stylish footwear.
Children’s Boutique Stores – Since the collection includes kids’ shoes, niche children’s retailers can tap into family-focused campaigns that emphasize quality and heritage.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Step Into the Story” – A narrative-driven spot featuring voices from different generations sharing how Wrangler fits into their lifestyle, now including footwear. Builds emotional resonance and brand legacy.
TV Station Commercial Idea: “From Denim to Destination” – A visually rich campaign showing Wrangler’s journey from jeans to boots, highlighting real people in local settings—farmers, students, and entrepreneurs—wearing the new footwear.
Digital Advertising Campaign Idea: “Wrangler Walks Challenge” – A social media contest inviting users to share photos of their Wrangler footwear in action—on trails, at work, or around town. Includes interactive polls and limited-time giveaways to boost engagement.