By  on September 22, 2009

Collective Brands Inc. said Monday its Stride Rite Corp. unit will now do business under the name Collective Brands Performance + Lifestyle Group.

The name change is meant to better reflect and communicate the range of performance and lifestyle brands comprising the company and its new business model.

Collective Brands Performance + Lifestyle Group includes Sperry Top-Sider, Saucony, Keds and the Stride Rite Children’s Group that encompasses Stride Rite, Robeez, Keds Kids, Saucony Kids and Sperry Top-Sider Kids. The children’s group labels are sold through Stride Rite stores and wholesale partners. Collective Brands Performance + Lifestyle Group is headquartered in Lexington, Mass.

“We believe this new name elevates the strength and diversity of our brand portfolio, while also representing our role in Collective Brands,” said Gregg Ribatt, chief executive officer of Collective Brands Performance + Lifestyle Group. “The new name best describes what brings us together — a collection of fiercely independent performance and lifestyle brands with unique personalities and strong marketplace positions, each focused on distinct and targeted customer groups.”

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