Wolverine Takes Made-in-America Approach to Work Boots to Avoid Tariff Challenges
As tariffs continue to weigh heavily on the footwear industry, Wolverine Worldwide has launched a new program to manufacture a range of work boots in the United States. According to Mike Maloney, chief product officer for Wolverine Worldwide’s Work Group, the program was planned before President Trump took office for his second term and ramped up tariffs again.
The new program, which sees the brand working with a production facility in Texas, comes at a time when footwear manufacturers are looking for ways to skirt tariffs imposed by the Trump administration. In fact, in the company’s first quarter 2025 earnings call in May, president and chief executive officer of Wolverine Worldwide Chris Hufnagel told analysts that he is “optimistic” amid the ongoing tariff dispute as the company has been working since the pandemic to diversify its sourcing.
Hufnagel noted that six years ago, nearly 40 percent of products sold in the U.S. by the company were sourced from China. This year, the company expects that to be just high single digits, primarily within its Work Group brands like its namesake line Wolverine boots. In 2025, less than 10 percent of the company’s products are now expected to be sourced from China, down from the mid-teens just earlier this year. The CEO said at the time that they are targeting to push this down to near zero in 2026.
The company’s first product to launch from its new partner facility in Texas is the Workshop Wedge boot. Debuting on Tuesday, the boot uses both domestic and globally sourced materials and features a Goodyear Welt construction that can be re-soled repeatedly, as well as a PU wedge sole for sturdiness and cushioning. The new USA-built shoe will retail for $249.95 and will be available exclusive in the brand’s direct-to-consumer channel.
In addition to the USA-built Workshop Wedge, Maloney noted that this isn’t the brand’s first foray into made in America footwear as Wolverine’s signature 1000 Mile Collection is still handcrafted in Arkansas. Looking ahead, Maloney expects to see other brands in the company’s Work Group portfolio to launch similar USA-built styles in the coming years.
This new project comes as the Rockford, Mich.-based footwear company said in May that total revenue in the first quarter of 2025 was $412.3 million, up 4.4 percent from $394.9 million the same time last year. Ongoing total revenue in Q1 – which excludes the results of the Sperry business, which was sold in January 2024 – was also $412.3 million, an increase of 5.5 percent from $390.8 million the prior year period. Looking ahead, the company said it expects to see “continued momentum” as it moves into the second quarter. Revenue in Q2 is expected to be approximately $440 million to $450 million, representing growth of approximately 3.7 percent to 6.0 percent compared to the second quarter of 2024.
The new made-in-America footwear program by Wolverine Worldwide is a step towards reducing reliance on Chinese-made products and avoiding tariffs imposed by the Trump administration. With its first product - the Workshop Wedge boot - already available for purchase, the company is looking to expand its USA-built footwear line in the coming years.
