Wolverine Promotes Two in Outdoor Group

On the heels of a reorganization announced last month, Rockford, Mich.-based Wolverine World Wide, Inc. said Tuesday it had created two new executive positions in its Outdoor Group to give added focus to its Merrell and Chaco brands.

Effective immediately, brand veteran Seth Cobb has been appointed VP and GM of Merrell, and Chip Coe, formerly head of accessories for all Outdoor Group brands, has been named VP and GM of Chaco.

“These promotions give us a strong set of resources to drive brand-specific strategy and give us an enhanced brand focus,” Jim Zwiers, president of the Outdoor Group, told Footwear News.

Cobb, who previously served as GM of the Merrell U.S. business, will now oversee global marketing for the brand while continuing to head the U.S.

“Seth’s passion for the brand and vision for the future will be an advantage as he creates a long, broad strategy for the brand on the global basis,” Zwiers said.

Coe, who will lead Chaco on a global basis with direct oversight of the U.S. market, said his focus would be on introducing new closed toe and sport sandal product, including a new adventure sandal for spring ’12, and expanding the brand’s international distribution.

“Chaco has been very much a U.S.-based product line, and there’s a natural expansion opportunity [abroad],” he said, citing Canada, Europe and South America as major targets.

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