Columbia Sportswear is bringing back a familiar face to lead its footwear brand SOREL, appointing former Allbirds chief executive Joe Vernachio to the role of President. Vernachio begins June 22, 2026, according to a company announcement.
The hire is a return to the Columbia Sportswear portfolio for Vernachio, who previously led Mountain Hardwear before departing to join Allbirds, where he served first as Chief Operating Officer and later as Chief Executive Officer. His broader career spans senior positions at The North Face, Nike, Spyder, Roots, Calvin Klein and Patagonia.
A turnaround specialist lands at a brand navigating the lifestyle-performance crossover
SOREL occupies an unusual position in the footwear market: founded in 1962 as a functional cold-weather brand, it has spent the past decade broadening its appeal to consumers who wear the same boot from a ski town to an urban neighborhood.
Vernachio’s experience at Allbirds is instructive. He joined the San Francisco-based brand at a difficult juncture: Allbirds had built a compelling sustainability narrative but struggled to translate it into sustained profitability, with the company undertaking significant restructuring during his tenure. His background also includes years at The North Face, where he held global responsibility for product and operations: a combination of creative and commercial experience that Columbia Sportswear’s leadership appears to be prioritizing for SOREL’s next phase.
