Michael Minter has taken over the role of VP for the Columbia Sportswear Company-owned footwear label Sorel.

Minter brings to the company his 20 years of experience in creative and marketing, having previously held leadership roles at Sanuk, Billabong, Keen, DC, and Reef. His expertise ranges from advertising campaigns to global retail concepts to high-impact collaborations.

“The addition of Michael to the team comes at an exciting time for the brand as we chart our course into a new chapter of growth,” said Cory Long, president of Sorel. 

“With a strong background revitalizing and scaling brands in footwear, fashion, outdoor, and action sports, Michael brings with him the creativity level and experience spectrum we feel is tailor-made for the Sorel opportunity.”

Aside from Sorel, Columbia Sportswear also owns the Columbia, Mountain Hardwear, and Prana brands, with products sold in some 90 countries.