CAT Footwear, Saucony and Merrell are shoe brands owned by the shoe giant, Wolverine Worldwide. CAT Footwear’s conception is from the world’s leading manufacturer of construction equipment, Caterpillar. Saucony is a running performance brand with iconic retro designs, while Merrell is an outdoor shoe and clothing brand.

Category Description Creation

For a few months, I worked alongside a team creating new optimised category descriptions for Wolverine. The creation of category descriptions is imperative to eCommerce stores to increase their organic search. The brand’s product is strong and reliable, therefore this is what the copy needed to match. Their innovative technology was a great selling point, as well as several fashion pieces they also created. However, primarily CAT is a work footwear brand and needed optimised copy that reflected the numerous standards and regulations their shoes abide by.

Saucony has two branches of their brand, Originals and Performance, both require specific terminology and can reflect different audiences.  Saucony also creates footwear for all types of performance, from people just starting out running to experienced runners. Merrell, on the other hand, is an outdoor shoe brand that focuses on hiking, trailing running and more, so including and explaining technologies was essential to help assist people when purchasing.