Havas Media North America is extending its partnership with Wolverine Worldwide as global media AOR, covering Canada, the U.S. and EMEA.

The renewal follows what Wolverine characterized as a period of strong results and overall growth of its brand portfolio (Sperry, Keds, Merrell and Saucony).

Since being named global AOR in 2022, Havas has helped “drive multi-channel performance” and supported “high-impact” campaigns, Wolverine said in a news release, such as Saucony’s “Run as One,” Merrell’s “Urban Hike Guide” and Wolverine’s “Modern Country” campaign with country music artist Jordan Davis (pictured).

Havas Media will continue to lead the media strategy for the manufacturer’s business, focusing on hyperlocal planning, community engagement and performance optimization. In Canada, the agency says the core scope remains focused on communications planning, media investment, reporting and analytics, with an emphasis on driving performance marketing results.

“Collaboration with local teams is a fundamental part of our approach,” Havas tells Media in Canada. “We work closely with in-market experts to ensure global strategy is executed with local nuance and cultural relevance.”

The partnership will also support upcoming initiatives, including the expansion of Saucony’s flagship stores in Tokyo and London, and Merrell’s continued innovation in the trail and lifestyle categories.

Recently, Havas Media Canada strengthened its leadership team with a mix of new hires and promotions. The agency said the leadership changes demonstrate a greater drive toward measurable performance and growth, and highlighted Havas Media Canada’s continued investment in combining media, data and technology under one roof through its “Havas Village” approach.