For the last two years, I have worked as part of a two-person team with the primary aim of driving Saucony’s lifestyle business forward across the UK and Ireland. Together, we have contributed to revenue growth from under £2 million in 2024 to around £30 million in 2026. Saucony is now the fastest growing sneaker brand on Stock X in 2026. Recent press highlights covering the lifestyle side of the brand’s success are here:

https://www.gq.com/story/saucony-is-popping-off-08-31-2026

https://www.highsnobiety.com/p/saucony-stockx-report/

I manage a diverse portfolio, from boutique independent fashion partners to major national retail partners. Most recently, I have led a project to grow our top tier fashion partners, and have brought on pinnacle fashion doors such as Kith, htown, W2 Store, and Goodhood. This signifies a reinvented distribution strategy for the brand, with an end-goal of driving significant volume in the fashion channel.

I have focussed much of my attention on segmentation and product allocation within the market. In conjunction with the Saucony EMEA Sales Director, I’m currently building out a segmentation framework which will create a clear, consistent guide to global distribution of lifestyle product.

Working closely in conjunction with my account base, I keep a close eye on brand presentation and trade marketing. Action shots from a recent shoot with one of our wholesale customers, Kick Game, can be found below: