Columbia Sportswear Names New President of SOREL

PORTLAND, OREGON (June 18, 2026) – Columbia Sportswear Company announced that Joe Vernachio will be the next President of SOREL, effective June 22, 2026. Founded in 1962, SOREL is a leader in functional and lifestyle footwear that can be worn anywhere from the tundra to the streets of New York City.

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

Vernachio led the Mountain Hardwear brand for several years, until he left to become the COO and ultimately, the CEO of Allbirds. His background also includes time as Global Vice President for Product and Operations at The North Face, and key roles at Nike, Spyder, Roots, Calvin Klein and Patagonia.

“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,” said Craig Zanon, EVP, Europe Direct, Asia Direct and Emerging Brands.

Columbia’s Tim Boyle and his mother Gert Boyle are members of the Sporting Goods Industry Hall of Fame.