Footwear brand Sorel has announced Joe Vernachio as its new President, marking a key leadership change as the company aims to strengthen its position in a challenging market.
Vernachio will assume the role on June 22, 2026, succeeding Cory Long, who has served as President since late 2023.
Joe Vernachio returns to Columbia Sportswear, Sorel’s parent company, after previously serving as President of Mountain Hardwear, another brand within the Columbia portfolio.
Most recently, he was CEO of Allbirds, leading the sustainable footwear company after his promotion from COO in 2024. Earlier this year, Allbirds was acquired by American Exchange Group as part of a strategic business transition.
Vernachio also brings decades of leadership experience from well-known global brands, including The North Face, Nike, Patagonia, Spyder, Roots Canada, and Calvin Klein.
Announcing the appointment, Tim Boyle, Chairman and CEO of Columbia Sportswear Company, expressed confidence in Vernachio’s leadership.
He said the company is pleased to welcome him back and described him as an experienced executive who can build on the momentum at Sorel.
Craig Zanon, Executive Vice President of Europe Direct, Asia Direct and Emerging Brands at Columbia Sportswear, also praised Vernachio’s strong consumer focus, collaborative leadership style, and passion for product innovation and brand storytelling.
The appointment follows the departure of Cory Long, who joined Sorel in December 2023 after holding senior leadership positions at DC Shoes, Mitchell & Ness, and Asics.
Long took over during a difficult period, as Sorel was experiencing slowing sales amid changing consumer preferences and increased competition.
Founded in 1962, Sorel has grown from a utility boot manufacturer into an internationally recognised lifestyle footwear brand, particularly popular among women.
After several years of strong growth, the company has faced challenging market conditions. Sales declined as demand softened and competition intensified.
Despite challenges, Columbia Sportswear continues to express confidence in Sorel’s long-term potential. Executives highlight healthy full-price demand for key product lines and growth in the brand’s e-commerce business.
With Joe Vernachio now leading the brand, Sorel hopes to build on those strengths while driving innovation, expanding its product offering, and positioning itself for sustainable growth in the years ahead.
