Genesco signs footwear license with Wrangler as Levi’s deal ends

Genesco is making strides with its licensing division, announcing a new multiyear licensing agreement with Kontoor Brands to design, source, and market footwear for men, women, and children under the Wrangler brand.

This agreement marks a strategic move for both companies. It’s designed to boost Wrangler’s growth as a cross-category lifestyle brand and tap into Genesco’s expertise in branded footwear. Previously, Wrangler worked with TwistedX for its footwear license.

Rick Higgins, president of Genesco Brands Group, shared that the first Wrangler footwear collection is expected to launch in Fall 2026. This collection will include classic Western shoe models alongside workwear-inspired silhouettes.

“At Genesco Brands Group, we’ve always done a great job with our workwear and casual lifestyle offering,” Higgins stated. “This is something that will come to life across men’s, women’s, and kids’ footwear in the coming seasons.”

Higgins also emphasized the importance of comfort technology, which has been successful in Genesco’s Dockers line. “The consumer is demanding innovation and comfort, and that’s one of the things that’s helping drive awareness for Dockers,” he added. “We’ll incorporate that into everything we do, including with Wrangler, allowing us to elevate the brand with technology.”

Steve Armus, vice president of licensing and collaborations at Wrangler, expressed excitement about the partnership. “This licensing agreement represents a promising opportunity to introduce Wrangler footwear to a wide audience,” Armus said. “We believe this partnership will strengthen our brand presence and allow more consumers to experience the quality and heritage of Wrangler in an exciting new product category.”

This licensing agreement follows Levi’s exit from the footwear business, announced last year. Genesco had previously held the footwear license for Levi’s, but now the Wrangler deal signals a new chapter.

“Wrangler is the next chapter,” Higgins remarked. “The 75-year-old label has really been building brand heat under Kontoor over the past few years, and we’re excited to be a part of that growth. Wrangler is a great brand to work with and is a testament to how we want to grow our branded business. With Wrangler in the portfolio, we have an opportunity to expand into new distribution channels and offer some premium products.”

Looking ahead, Higgins hinted that more licensing agreements could be on the horizon. “Our CEO Mimi [Vaughn] has been vocal about right-sizing our portfolio, building it with meaningful brands that feel more scalable,” Higgins noted. “Wrangler provides us that opportunity compared to some of the licenses we’ve shed over the last few years.”