Collective Renames Stride Rite Division

Collective Brands Inc. is moving ahead with a new name for its Stride Rite division.

The company said this morning that the brands formerly under Stride Rite Corp. — which include Sperry Top-Sider, Saucony, Keds and Stride Rite Children’s Group — will now be housed in the Collective Brands Performance and Lifestyle segment.

The move, executives said, will better reflect the company’s diverse brand roster.

“We believe this new name elevates the strength and diversity of our brand portfolio, while also representing our role in Collective Brands,” Gregg Ribatt, CEO of the Collective Brands Performance and Lifestyle Group, said in a statement. “The new name best describes what brings us together — a collection of fiercely independent performance and lifestyle brands with unique personalities and strong marketplace positions, each focused on distinct and targeted consumer groups.”

Added Collective Brands CEO Matt Rubel: “This move … is designed to amplify and unleash the important individual brands that collectively make up this vital part of our company, while connecting them to an organization with extensive global reach.”

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