Sperry steps back into UK and Irish spotlight

Sperry is making a strategic comeback in the UK and Ireland with Gardiners as its new distribution partner. The move is backed by Authentic Brands Group, which acquired Sperry from Wolverine Worldwide, and marks a renewed push to modernise the legacy boat shoe brand for a new generation.

For sponsorship decision-makers, the timing is key. With boat shoes regaining traction in fashion and culture, this relaunch taps into a resurgence of heritage brands that blend nostalgia with renewed relevance. Gardiners brings serious retail muscle to the table, hinting at multi-platform exposure—from select retail to digital storefronts.

The partnership mirrors a wider trend in brand revival strategies: pairing strong storytelling with experienced distributors to reach new audiences and reframe legacy appeal. With North America already locked in through ALDO, Sperry’s European strategy could offer cross-market activation opportunities for brand alignment, ambassador partnerships, and experiential campaigns.

Tap into the full article for insights into how this partnership could reshape premium brand sponsorships.