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Ex-Nike veteran appointed Global Brand President of The North Face

Jeremy Lim
11 January 2022

VF Corporation has appointed Nicole Otto to the position of Global Brand President of The North Face, succeeding Steve Murray who is retiring and returning to the UK.

Otto spent 16 years at Nike, most recently serving as Vice President of Nike Direct North America from 2018 to 2021. Under her leadership, the sports giant launched new flagship and Nike Live experiences in New York City and Los Angeles, and began its expansion of owned retail locations across the US.

Otto will report to VF's chairman, President and CEO, Steve Rendle, and will serve on VF’s executive leadership team, with the leadership transition taking effect from June 2022.

Steve Rendle, VF Chairman, President and CEO said of the appointment: "Nicole is the right leader who brings the right capabilities to The North Face brand at the right time. Her global industry experience and deep understanding of consumer engagement strategies – through both physical retail and digital commerce – make her ideally suited to take the helm of this iconic brand and accelerate growth through even more compelling direct connections with consumers worldwide.

"Nicole is a proven innovator and future-focused leader who will further strengthen The North Face brand’s exceptional global executive team. We’re excited to welcome her to the VF family.”

Otto added: "Few brands in the world have earned truly iconic status like The North Face and I couldn’t be more excited to be joining the brand at this time. I look forward to working closely with The North Face leadership team in addition to VF leadership to drive the next phase of growth for this beloved global brand and all that it represents."

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