Joe Vernachio Named President of SOREL (opens original article in a new tab)

Columbia Sportswear appoints Joe Vernachio as president of SOREL, a move aimed at driving brand growth and expansion. Vernachio previously held leadership roles at Mountain Hardwear, Allbirds, The North Face, and Nike. He will assume his new position on June 22, 2026. The company owns several outdoor brands and operates globally.

• Joe Vernachio named president of SOREL under Columbia Sportswear Company
• Vernachio previously led Mountain Hardwear and held roles at Allbirds, The North Face, and Nike
• Vernachio to start June 22, 2026, with focus on brand growth and expansion
• Columbia Sportswear owns multiple outdoor brands including SOREL, Columbia, Mountain Hardwear, and prAna