Wolverine World Wide advertising spend, FY2026

Wolverine World Wide (WWW) reported $158M of advertising expense for the fiscal year ended Jan 3, 2026. That is 8.4% of revenue of $1.9B.

Ad spend, FY2026
$158M
year ended Jan 3, 2026
Change vs prior year
n/a
vs FY2024
Share of revenue
8.4%
of $1.9B revenue
Rank by ad spend
#257
of 458 companies

Key facts

  • Ad spend is 1.3x its FY2016 level ($122M), faster than revenue (0.8x).
  • The highest year on file is FY2022 at $221M; FY2026 is 28% below it.
  • Largest increase +62.8% in FY2022; largest cut -23.3% in FY2023.
  • Ad spend is 8.4% of revenue, up from 7.6% in FY2021.
  • Wolverine World Wide spends more on advertising than 44% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 1.9x the median of 4.6%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2010 (ended 2010-01-02): $2.7M FY2011 (ended 2011-12-31): $3.3M 2011 FY2012 (ended 2012-12-29): $4.1M FY2013 (ended 2013-12-28): $4.4M 2013 FY2015 (ended 2015-01-03): $127M FY2016 (ended 2016-12-31): $122M 2016 FY2017 (ended 2017-12-30): $107M FY2018 (ended 2018-12-29): $121M 2018 FY2019 (ended 2019-12-28): $119M FY2021 (ended 2021-01-02): $136M 2021 FY2022 (ended 2022-12-31): $221M FY2023 (ended 2023-12-30): $169M 2023 FY2024 (ended 2024-12-28): $140M FY2026 (ended 2026-01-03): $158M 2026 $158M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2010 (ended 2010-01-02): n/a FY2011 (ended 2011-12-31): 0.2% 2011 FY2012 (ended 2012-12-29): 0.2% FY2013 (ended 2013-12-28): 0.2% 2013 FY2015 (ended 2015-01-03): 4.6% FY2016 (ended 2016-12-31): 4.9% 2016 FY2017 (ended 2017-12-30): 4.6% FY2018 (ended 2018-12-29): 5.4% 2018 FY2019 (ended 2019-12-28): 5.3% FY2021 (ended 2021-01-02): 7.6% 2021 FY2022 (ended 2022-12-31): 8.2% FY2023 (ended 2023-12-30): 7.5% 2023 FY2024 (ended 2024-12-28): 8.0% FY2026 (ended 2026-01-03): 8.4% 2026 8.4%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 3, 2026 $158M n/a $1.9B 8.4% AdvertisingExpense 10-K Feb 27, 2026
FY2024 Dec 28, 2024 $140M -17.1% $1.8B 8.0% AdvertisingExpense 10-K Feb 27, 2026
FY2023 Dec 30, 2023 $169M -23.3% $2.2B 7.5% AdvertisingExpense 10-K Feb 27, 2026
FY2022 Dec 31, 2022 $221M +62.8% $2.7B 8.2% AdvertisingExpense 10-K Feb 20, 2025
FY2021 Jan 2, 2021 $136M n/a $1.8B 7.6% AdvertisingExpense 10-K Feb 23, 2023
FY2019 Dec 28, 2019 $119M -1.2% $2.3B 5.3% AdvertisingExpense 10-K Feb 24, 2022
FY2018 Dec 29, 2018 $121M +12.8% $2.2B 5.4% AdvertisingExpense 10-K Feb 26, 2021
FY2017 Dec 30, 2017 $107M -11.9% $2.4B 4.6% AdvertisingExpense 10-K Feb 26, 2020
FY2016 Dec 31, 2016 $122M -4.0% $2.5B 4.9% AdvertisingExpense 10-K Feb 26, 2019
FY2015 Jan 3, 2015 $127M n/a $2.8B 4.6% AdvertisingExpense 10-K Feb 28, 2017
FY2013 Dec 28, 2013 $4.4M +7.3% $2.7B 0.2% AdvertisingExpense 10-K Feb 25, 2014
FY2012 Dec 29, 2012 $4.1M +24.2% $1.6B 0.2% AdvertisingExpense 10-K Feb 25, 2014
FY2011 Dec 31, 2011 $3.3M +23.0% $1.4B 0.2% AdvertisingExpense 10-K Feb 25, 2014
FY2010 Jan 2, 2010 $2.7M n/a n/a n/a AdvertisingExpense 10-K/A Mar 2, 2012

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Wolverine World Wide in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
255 Aflac $160M 0.9% -11.6% FY2025
256 New Oriental Education & Technology Group $160M 2.8% +28.9% FY2026
257 Wolverine World Wide $158M 8.4% n/a FY2026
258 Freshpet $158M 14.3% +23.6% FY2025
259 Petco Health & Wellness $158M 2.6% +1.1% FY2026
260 Incyte $156M 3.0% -22.3% FY2025
261 Simon Property Group $156M 2.4% +7.8% FY2025

Full ranking of 458 companies

Questions

How much does Wolverine World Wide spend on advertising?

Wolverine World Wide spent $158M on advertising in fiscal 2026, the year ended Jan 3, 2026, according to its 10-K filed Feb 27, 2026.

What percentage of revenue does Wolverine World Wide spend on advertising?

8.4% of revenue in fiscal 2026 ($158M of $1.9B). The median across the 458 companies tracked is 4.6%.

How does Wolverine World Wide rank by advertising spend?

#257 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Wolverine World Wide's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed Feb 27, 2026
Accession number
0001628280-26-012614
Company
WOLVERINE WORLD WIDE INC /DE/, CIK 110471, SIC 3140 (Footwear, (No Rubber))
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Wolverine World Wide advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 27, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/wolverine-world-wide/advertising-spend/
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