Kontoor Brands has appointed CJ King as the new GM for Helly Hansen, North America, Sport, effective August 31.
King, who joins Helly Hansen from Arc’teryx, will oversee all aspects of its North America Sport business, from commercial strategy to marketplace execution. He will report to Borre Hegbom, SVP, global head of Helly Hansen.
“We are thrilled to welcome CJ King to Helly Hansen,” said Hegbom. “CJ brings a proven ability to lead high-performing commercial organizations, build deep connections with technical outdoor consumers and translate premium brand strength into sustainable growth.”
During his 10 years at Arc’teryx, King held various VP roles and led its wholesale and retail channels in North America, while advancing the brand’s global commercial and omnichannel strategy. King has also built a strong track record in product, merchandising and marketplace strategy through senior leadership roles at other outdoor and performance brands, including Smartwool, Pearl Izumi and The North Face.
Hegbom said his experience will be “instrumental” in strengthening Helly Hansen’s position in the US and unlocking its next phase of growth.
Earlier in April, Kontoor Brands announced that its CFO Joseph Alkire will take the helm of the Helly Hansen business.
