Hoffman will succeed Blake Krueger, who began his career with the company in 1993 and has been CEO since 2007 and chairman of the board since 2009. As part of the transition, Krueger will assume the newly created role of Executive Chairman of Wolverine Worldwide.

Hoffman joined Wolverine Worldwide as President in September 2020 with oversight of the company’s brands and direct to consumer business, reporting directly to Krueger. Hoffman’s initial focus has been pursuing growth initiatives across Wolverine Worldwide’s brands and digital operations, with one of his primary objectives being to drive the company’s bold eCommerce revenue goal of US$500 million for 2021, doubling 2019 levels.

Under Krueger’s leadership as CEO, Wolverine Worldwide has reportedly transformed from a traditional footwear wholesaler into a consumer-obsessed, digital-focused growth company with a large portfolio of footwear and lifestyle brands.