In the midst of celebrating its 125th year, Saucony has a new leader in Rob Griffiths.
At the close of May, Saucony parent Wolverine Worldwide named Griffiths the Global Brand President of Saucony. He takes over for Anne Cavassa, who directed the company for five years before stepping down in May.
Griffiths began his career at JD Sports, where he helped open the now-mammoth chain’s fifth U.K. store in his hometown of Liverpool, England, and then managed the retail shop for nearly four years. Moving over to the brand side, Griffiths held key leadership roles with the likes of Umbro and Esprit before joining Wolverine in 2013. For the last two years, he served as managing director of Wolverine’s commercial operations in Europe, the Middle East and Africa.
Ten days after being appointed Saucony president, Griffiths sat down with Running Insight senior writer Danny Smith to discuss accepting the leadership position at Saucony, his vision for one of run specialty’s most significant players, how run specialty stores fit into his plan and why he’s determined to boost his own running mileage.
On being offered the position as Saucony president…
“It literally took me milliseconds to say, ‘Yes.’ I’ve always loved the brand and to be able to join and be a part of the brand’s history and heritage was very compelling. And when you sit back and look at what Saucony has in terms of opportunity and growth potential, it’s enormous.”
On what he’s most enjoyed during his first 10 days at Saucony…
“The energy the guys are providing and the way the brand is so well placed for future growth, it’s really inspired me. The culture of the team and the way that everybody is so passionate about what they do, it’s very infectious. And trust me, we’re hitting the ground literally running. The team is stoked and fully supportive of embedding me in as quickly as possible.”
On Saucony’s long-term potential…
“Our core consumer is that specialist runner and we know that and that’s something we’ll always build on from a business perspective. But we also want to expand the opportunity for other runners to take advantage of Saucony. Sometimes it feels like we’re almost a secret outside of the specialist running community and we’ve got so much to offer the running fraternity.”
On how his early experience as a JD Sports store manager will prove beneficial in working with America’s running retailers…
“The industry was different back then. It was quite an independent-driven industry and so I take from that a lot of values of that independent retailer. I ran the shop floor. I served on the shop floor. I was running up and down the stairs getting shoes out of boxes with my team. I can think like a retailer. I’ve made buying decisions. I understand some of the opportunities and some of the issues they face because I’ve been there. I’ve done that. It doesn’t mean I’m a retail expert, but I have a good appreciation for some of the thoughts they have and some of the challenging opportunities they face.”
On what he wants running retailers to know about Saucony right now…
“We remain very passionate about supporting run specialty. That is our core. That’s what we’re here for, and I’m passionate about building and maintaining that part of the business. [Run specialty stores] are going to have a partner in Saucony that’s going to understand and appreciate what run specialty means to the industry and what it means to our brand.
“But talk’s cheap, so we have to show this through actions as well. I’ll get out there and speak to retailers and buyers. I love doing that. I’ve had great meetings with our sales team and I’m sharing the same message with them. I want to get out there and listen to retailers. And I want them to know that we intend to be the best partner they could ever imagine in the running industry.”
On what he hopes to build at Saucony…
“When we look at building Saucony, it’s going to be for the future. I feel honored – and that almost feels like a strong word – but genuinely honored I’m going to be a part of Saucony’s history. I take that very seriously, and that’s the sort of thing I want our team to take seriously as well. We have a moment in time in the brand’s history, and I want people to look back in future years and say what a great job we did and how we built a platform for future success.”
On why he’s determined to increase his own running mileage…
“My father played professional football – well, soccer – and I followed that path. He and I trained together on the beach from the age of eight and went running. So, running’s always been a part of my life. I don’t describe myself as a runner and I should because, when I look back, most of my life has been spent running one way or the other.
“Now, I’m working at a brand and sharing tables and meals with guys who are athletes. I’m thinking, ‘Geez, I’m going to have to start to do a bit more running here just to make sure I can sit down with them and hold my own.’”
