Columbia Sportswear Company (NASDAQ: COLM) announced that Joe Vernachio will become president of its Sorel footwear brand, starting June 22, 2026.

Vernachio previously led the Mountain Hardwear brand under Columbia Sportswear before leaving to serve as COO and later CEO of Allbirds. His background also includes roles as Global Vice President for Product and Operations at The North Face, as well as positions at Nike, Spyder, Roots, Calvin Klein, and Patagonia.

"We're excited to welcome Joe Vernachio back to the Columbia Sportswear family," said Tim Boyle, CEO and Chair of the Board. "Joe is a terrific leader who can build on the great work, talent and momentum in place at SOREL."

Craig Zanon, EVP of Europe Direct, Asia Direct and Emerging Brands, said Vernachio is "a consumer-focused, collaborative leader with a deep passion for product and brand storytelling."

Founded in 1962, Sorel is a footwear brand owned by Columbia Sportswear, which is headquartered in Portland, Oregon, and sells products in approximately 90 countries.