Columbia Sportswear Company has appointed Joe Vernachio as president of footwear brand Sorel, effective June 22.
He succeeds Cory Long, who has led Sorel since November 2023. CEO and Chairman Tim Boyle said Vernachio would build on the foundation established at Sorel and support the brand’s next stage of development.
“Joe is a terrific leader who can build on the great work, talent and momentum in place at Sorel,” he said.
Craig Zanon, EVP of Europe direct, Asia direct and emerging brands, said Vernachio would help drive growth and brand expansion at Sorel.
“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,” he said.
Before taking on the role, Vernachio served as president of Columbia-owned Mountain Hardwear and later held the positions of COO and CEO at Allbirds.
At Allbirds, he led the company’s transformation plan focused on simplifying operations and improving financial performance. He also served as global VP of product and operations at The North Face and held leadership roles at Nike, Spyder, Roots, Calvin Klein and Patagonia.
Founded in 1962, Sorel designs footwear that combines function and lifestyle. The brand is owned by Columbia Sportswear Company, which operates a portfolio of brands in the active lifestyle sector. The company also owns the Columbia, Mountain Hardwear and prAna brands.
