Privacy Policy
LAST UPDATED: September 26, 2023
Sperry, a division of Wolverine World Wide, Inc., referred to collectively with its affiliated entities and portfolio of brands, as "Wolverine," "we," "us," or "our", collects information about you when you visit or interact with any of our retail stores, when you take advantage of our online services, or when you visit or interact with any of our websites, including www.sperry.com (the "Site"). This privacy policy (the "Policy") describes: (1) the types of information we may collect about you, and your use of the Site; (2) how we may use and share that information; and (3) the choices you may make with respect to your personal information.
By using or submitting personal information via our Site or through any other means outlined in this Policy, your personal information will be processed as set out in this Policy. If you do not consent to the use of your personal information in these ways, please do not provide it to us.
Personal Information We Collect
Privacy laws in Canada generally define "Personal Information" as any information about an identifiable individual, which includes information that can be used on its own or with other information to identify, contact, or locate a single person. It does not include personal information where all references to the identity of the relevant individual have been removed (i.e., anonymous personal information).
We collect personal information you choose to provide, namely:
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Category of personal information collected |
Business purpose of collection |
Source(s) of information |
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Identifiers such as a real name, alias, postal address, unique personal identifier, online identifier, Internet Protocol address, email address, telephone number, account name, birthday, or other similar identifiers |
To provide you with our products and service your account and for marketing purposes. Additionally we use this information to detect security incidents, protect against malicious, deceptive, fraudulent, or illegal activity, and to prosecute those responsible for that activity. |
Directly from you when interact with our Site, create an account with us, make or review a purchase, sign up to receive emails, complete, submit, or otherwise participate in one of our contests, questionnaires, or surveys, submit a request to us, interact with our social media pages, or otherwise communicate with us; Passively when you visit or interact with our Site on any device, click on sponsored links or third-party advertisements, receive or interact with our communications; and from third parties such as our business partners (including online advertising networks) and social media platforms |
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Credit card number, debit card number, or other financial information |
To provide you with our products and services and to service your account |
Directly from you when interact with our Site, create an account with us, or make a purchase |
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Commercial information, including products or services purchased, or other purchasing or consuming histories and tendencies |
To provide you with our products and service your account and for marketing purposes. Additionally we use this information to detect security incidents, protect against malicious, deceptive, fraudulent, or illegal activity, and to prosecute those responsible for that activity. |
Directly and passively from you when you make a purchase from our Site; Passively when you visit or interact with our Site on any device, click on sponsored links or third-party advertisements, receive or interact with our communications and Site; as well as from third parties such as our business partners (including online advertising networks) and social media platforms |
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Information about your physical activity, exercise history, characteristics, and description |
To improve our products and services, make product recommendations to you, or to track progress in an event or program |
Directly from you when you participate in a survey, study, event, or program that collects this information |
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Internet or other electronic network activity information, including, but not limited to, browsing history, search history, and information regarding a consumer’s interaction with an internet website application, or advertisement |
To improve our products and services, provide you with more relevant content, optimize your site experience, and for marketing purposes |
Passively when you visit or interact with our Site on any device, click on sponsored links or third-party advertisements, or otherwise receive or interact with our communications |
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Geolocation data, such as your mailing address, province, or IP address location |
To provide you with our products and service your account and for marketing purposes |
Directly from you when interact with our Site, create an account with us, or make or review a purchase; Passively when you visit or interact with our Site on any device, or receive or interact with our communications |
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Audio, electronic, visual, or similar information, such as photos or videos that you may submit to us |
To perform services including responding to inquiries, or processing for surveys or contest submissions |
Directly from you when you interact with or respond to a survey, our social media accounts, or fill out a contest form |
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Inferences drawn from any of the information identified above to create a profile about a consumer reflecting the consumer’s preferences, characteristics, behavior, or attitudes |
To improve our products and services, provide you with more relevant content, optimize your site experience, and for marketing purposes |
Directly from you when you provide such information; From third parties such as our business partners (including online advertising networks) and social media platforms |
We do not use or disclose sensitive personal information about you except as necessary to provide you with our goods and services, including processing and fulfilling orders and verifying your information, to prevent fraudulent or illegal actions, and for other purposes that do not infer characteristics about consumers.
HOW WE MAY USE YOUR PERSONAL INFORMATION
We may process personal information for the purposes for which it was collected, as set out in this Policy, for other purposes permitted by law, or for other purposes with your consent.
We may process personal information for the following purposes:
- To Improve the Site and Communicate with You.We generally use your personal information to serve you, to improve our products, services, and other offerings, and to improve your consumer experience. For example, we use personal information to provide products and services to you, communicate with you about those products and services, and enhance your experience on the Site. Specifically, your personal information may be used to process transactions, respond to questions, maintain online accounts, send you information about products or services that may be of interest to you, analyze and monitor visitor activity on the Site, provide product recommendations and reviews, publish the results of contests, sweepstakes, or other promotions, comply with our legal obligations, and develop a knowledge base regarding users of the Site, including through data analytics.
- In Combination With Other Information.In addition, we may combine your personal information with, or match your personal information to, information that we receive from other sources, including from third party business partners. For example, we may use third party information to confirm contact information or to better understand your interests by associating demographic information with the information you have provided.
- To Send You Marketing Communications.We may use the personal information that you provide us to send you communications inviting you to participate in various surveys or focus groups. With your consent, or as otherwise permitted by law, we may also send you promotional communications and other offerings to thank you for your feedback or participation in programs, or to share new product launches or sales events. You may opt out of receiving them as described in the Your Rights section below.
- To Improve our Site and Services.We may use statistical information about visitors to our Site to gain a better understanding of the users of our Site, to improve our Site, and to improve our services. We reserve the right to license or sell aggregate, de-identified information about the visitors to our Site, but this information will not contain your personal information or otherwise be individually identifiable.
- For Compliance, Fraud Prevention and Safety.We may use your personal information as we believe appropriate to (a) investigate or prevent violation of the law or your agreements with us; (b) protect our, your or others’ rights, privacy, or safety (including by prosecuting and defending legal claims); (c) protect, investigate and deter against fraudulent, harmful, unauthorized, unethical or illegal activity; (d) comply with applicable laws, lawful requests and legal process, such as to respond to subpoenas or requests from government authorities; and (e) where permitted by law in connection with a legal investigation. For example, we may share information with law enforcement to reduce the risk of fraud or if someone uses or attempts to use our Site for illegal reasons.
How We May Share Your Personal Information
Wolverine may share your personal information with others for a number of different reasons. We may share your personal information to fulfill your requests, to provide you with information regarding products and services of ours or those of others, to comply with law, and to enforce our rights. We also may share personal information among our affiliated companies, businesses, licensees, distributors, any of our brands, and with our successors and assigns as follows:
- With Service Providers, Business Partners, and Vendors: If you purchase goods through our Site, we will have to provide credit card information to our credit card processor for payment purposes. We will also have to provide your name and address to the company that ships our merchandise. Similarly, we may share personal information with designers, manufacturers, distributors, licensees, marketing and advertising partners, and parties that provide services for the Site in accordance with this Policy. We also may retain other companies and individuals to perform services on our behalf, and we may collaborate with other companies and individuals with respect to particular products or services (collectively, "Providers"). Examples of Providers include data analysis firms, credit card processing companies, customer service and support providers, email and SMS vendors, web hosting and development companies, and fulfillment companies. Providers also include our co-promotion partners for products that we jointly develop and/or market with other companies. Some Providers also may collect information on our behalf from our Site. These third parties may be provided with access to personal information needed to perform their functions.
- To Comply with Law or to Protect Our Rights: We may disclose your personal information as required by law, when we believe disclosure is necessary to comply with a regulatory requirement, judicial proceeding, court order, or legal process served on us, or to protect the safety, rights, or property of our customers, the public, or Wolverine.
- To Members of the Corporate Family: Wolverine may disclose your personal information to our brands, subsidiaries and affiliates, and their agents and employees.
- In Connection with Business Transfers: If we license, sell, or transfer a company business unit (such as a product line or one or more affiliated companies) to a third party, or enter into discussions regarding such a transaction, we may share your personal information with that party in accordance with this Policy.
Cross-jurisdictional Flows of Personal Information
By providing us with personal information, you acknowledge and agree that such personal information may be transferred to other jurisdictions for processing and storage, including in servers located across Canada and in the United States, where laws regarding the protection of personal information may be less stringent than the laws in your jurisdiction. Further, such personal information may be accessible to law enforcement, national security authorities, and the courts of such jurisdictions. Where necessary to make such transfers, we will comply with our legal and regulatory obligations in relation to the personal information.
How We Protect Your Personal Information
We have implemented security measures to protect personal information collected through this Site from theft, loss, unauthorized access, disclosure, use, copying or modification. However, no security program is impenetrable, and criminals have proven adept at circumventing widely adopted security safeguards, so we cannot always guarantee the security of personal information. There are inherent risks in shopping online.
Any user or third party accessing our website or services is responsible for its own use of the Site and the services. We are not responsible for any third party’s actions or its security controls with respect to information that third parties may collect or process via the Site, services, or otherwise.
Children
The Site is not designed to collect personal information from children who are under 14 years of age, and we do not intend to or knowingly collect such information.
If you are a parent who believes that we have collected information about a child under age 14, please contact us at consumerprivacy@wwwinc.com with your child's name and address, and we will delete the information we have about your child from our records and provide confirmation in accordance with the Children's Online Privacy Protection Act or other applicable law.
Cookie Policy
In addition to personal information you may provide directly to us, Wolverine and its business partners may collect and store information about you and your use of the Site through cookies, tracking pixels, and other technologies (collectively, the "Tools"). Cookies are small text files that are stored by your browser on your computer’s hard drive. We collect, use, and modify this information to better understand, customize, and improve your experience with the Site and other websites, services, and offerings, as well as to manage our advertising. For example, we use web analytics services that leverage these Tools to help us understand how visitors engage with and navigate our Site, e.g., how and when pages on the Site are visited and by how many visitors. We are also able to offer our visitors a more customized and relevant experience on the Site by delivering, through the use of these Tools, content and functionality based on your preferences and interests. If you have provided us with personal information, e.g., through a registration or a request for certain materials, we may associate that personal information with information gathered through the Tools. This allows us to offer increased personalization and functionality.
To learn more about the use of cookies generally or other technologies to deliver more relevant advertising, to learn how to activate or de-activate cookies on your browser, and to better understand how to manage your personal information, including access to and use by certain service providers, please visit www.aboutads.info/choices
Google Services
We use Google Analytics to help us gather statistical information about the visitors to our Site and to market our products. Specifically, we use Google Adwords and Google Signals remarketing technology to market our products throughout the Internet (through Adwords) and across devices (through Signals), but only if you have turned on Ads Personalization through Google. Additionally, we use the Google Display Network and DoubleClick Bid Manager, which allow us to place ads on websites and conduct analyses and prepare reports concerning such ads. To understand how Google Analytics collects and processes data, please visit Google’s Privacy Policy.
Google Analytics relies on cookies. In addition to controlling cookies generally as described above, you may have the ability to specifically control the type of information that Google Analytics uses. You can opt-out of Google Analytics by visiting the Google Ads Preferences Manager. In addition, to provide website visitors more choice on how their data is collected by Google Analytics, Google has developed an Opt-out Browser add-on, which is available by visiting Google Analytics Opt-out Browser Add-on, to enable you to opt-out of Google’s programs.
Other Websites
The Site may contain links to websites of third parties that: (1) are not affiliated with us; (2) are outside our control; or (3) are not covered by this Policy, including without limitation sites operated by our distributors and/or licensees in foreign countries which may not guarantee the same level of protection of personal information ("Third-Party Websites"). Links provided to Third-Party Websites on the Site are provided to you only as a convenience, and the inclusion of any link does not imply reliability or endorsement by us of the content of any such Third-Party Websites. We are not responsible for the privacy practices of Third-Party Websites, which may collect and use information from you in a manner different than how we do so; accordingly, once you leave the Wolverine platform, the use of such Third-Party Websites is entirely at your own risk. For relevant information, you should review the privacy statements or policies of any Third-Party Websites before using them. Other parties may collect information about your online activities over time and across different websites when you use our Site or services.
Retaining Your Information
We will only keep your personal information in an accessible form which can identify you for as long as we need to for the purposes for which it was collected. Because retention periods vary depending on the purpose for collection, we use certain categories and criteria to determine how long we keep personal information. Where your personal information is used for more than one purpose, we will retain your Information for the longer of those periods.
We generally retain the personal information described in this Policy for marketing purposes for as long as you have not opted out of our marketing. If you ask us to no longer use your personal information for marketing purposes, we still retain certain of your details in our database to ensure that we do not accidentally send you marketing material.
Your Rights
Subject to certain exemptions, to the extent permitted by applicable law, you have the following rights in relation to the personal information we hold about you:
- Your right of access. At your written request we will inform you whether we hold personal information relating to you and if we do, you have the right to receive a general account of our processing of such personal information. If your request is made in writing, subject to applicable laws and the provisions of this Policy, we will also provide you with access to your personal information that is in our possession. A reasonable fee may be levied if you request the transcription, reproduction or transmission of such information and you will have to provide information or documentation to verify your identity. We will inform you of the approximate cost before proceeding to respond to your request. Your rights to access your personal information are not absolute. Access can be denied for several different reasons under applicable legislation. If we deny your request for access to your personal information, we shall explain why.
- Your right to rectification. If we hold personal information about you and you believe that it is not accurate, complete and up-to-date, you can request to have it rectified (or rectify it yourself via your account information page). If we discover that information is not accurate, complete and up-to-date, we will take reasonable steps to rectify it. We will also send any information that has been amended, where appropriate, to any third parties that have access to the information. If we refuse a request to rectify information, we shall explain why and we will make a note of this in your file (and forward such note to anyone else who received the earlier information).
- Your right to withdraw consent. If we rely on your implicit or explicit consent as our legal basis for processing your personal information, you have the right to withdraw that consent at any time. However, this will not affect the lawfulness of any processing carried out before you withdrew your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.
Opting Out of Email and Postal Mail Marketing Communications Preferences. To opt out of receiving marketing or other promotional communications from us, including email, direct mail, or catalogs, or otherwise change your choices about how we use your personal information to communicate with you, please: (1) update your account details online; (2) follow the unsubscribe instructions located at the end of any marketing communication from us; or (3) contact us using the contact information provided at the end of this Policy. Please be sure to include in any request your full name, email address, postal address, and any message. Please note that such requests may take up to thirty (30) days to become effective.
Updates To Our Privacy Policy
From time to time, we may post updates to this Policy. Any changes will be effective upon the posting of the revised Policy. We may also make, without notice, minor changes to the Policy that will not significantly affect our use of personal information. We encourage you to periodically review this page for the latest information on our privacy practices. This Policy was updated as of the effective date listed above.
Additional Information/Questions
If you have questions or concerns about this Policy or our privacy practices, please contact us at:
Wolverine World Wide, Inc.
Attn: Director of IT Security
9341 Courtland Dr. NE
Rockford, MI 49351
Email: ConsumerPrivacy@wwwinc.com