Joe Vernachio Named President of SOREL

Columbia Sportswear Company (Nasdaq: COLM) has announced that retail industry veteran Joe Vernachio will take over as the next President of SOREL, its premium footwear subsidiary.

The move marks a homecoming for Vernachio, who previously spent four years running another high-profile brand under the corporate Columbia umbrella. He will officially assume his executive duties on June 22, 2026.

A Proven Executive Track Record

Vernachio steps into the role with an expansive resume across the active outdoor apparel and footwear spaces.

Most recently, Vernachio served as the Chief Operating Officer and later the Chief Executive Officer of sustainable footwear brand Allbirds. Before his stint there, he spent several years as the President of Mountain Hardwear, a technical mountain gear brand owned by Columbia Sportswear. His storied corporate background also features a tenure as Global Vice President of Product and Operations at The North Face, alongside critical foundational roles at Patagonia, Nike, Spyder, Roots, and Calvin Klein.

Driving "Tundra to Street" Expansion

Founded in 1962, SOREL has evolved from its historical roots as a heavy-duty, cold-weather utility boot maker into a year-round lifestyle fashion powerhouse, blending rugged functionality with premium urban style.

Tim Boyle, CEO and Chair of the Board for Columbia Sportswear, expressed immense confidence in welcoming the veteran executive back to the company fold.

"We’re excited to welcome Joe Vernachio back to the Columbia Sportswear family," Boyle said in a media statement. "Joe is a terrific leader who can build on the great work, talent, and momentum in place at SOREL."

Craig Zanon, Columbia’s Executive Vice President of Emerging Brands, noted that Vernachio's specific background in product storytelling is exactly what the brand needs to unlock global scaling.

“Joe is a consumer‑focused, collaborative leader with a deep passion for product and brand storytelling. His energy, expertise, and proven leadership will help fuel scalable growth and meaningful brand expansion for SOREL.” said  — Craig Zanon, EVP of Emerging Brands

Vernachio is tasked with guiding the footwear subsidiary into its next chapter, utilizing his product creation expertise to deepen SOREL's footprint across both competitive urban markets and traditional outdoor spaces.