VF Corp. has announced the appointment of Michelle “Sun” Choe as the Global Brand President of Vans, starting in late July. Choe brings nearly three decades of experience from top brands, including Lululemon, Marc Jacobs and Levi’s, to her new role. Having recently served as Chief Product Officer at Lululemon, she drove significant revenue growth and expanded the company into new markets and product categories. Her tenure at Lululemon saw its revenues quadruple and its profitability strengthen.
“Sun is a strong leader who is focused on consumer insight and has a proven track record of driving brand heat and translating it into financial results,” commented Bracken Darrell, President and CEO of VF. ”I am confident that Sun is the right leader to take Vans to new heights.”
Expressing her enthusiasm for her new role, Choe said, “Vans is an incredible brand with a storied history and devoted customer base. I am passionate about building high-performance cultures and teams and creating great designs and guest experiences that build long-lasting, meaningful connections with consumers around the world. At Vans, we will do just that – capitalizing on the brand’s identity as a lifestyle defined by creativity and authenticity.”
The company said this strategic move aims to fuel growth across VF’s brand portfolio and increase value for shareholders and stakeholders alike.
