Vuori taps former Abercrombie & Fitch exec as new CMO

Californian activewear brand Vuori has appointed the former CMO of Abercrombie & Fitch Carey Collins Krug as its new Chief Marketing Officer, effective 5 October.

In her new role, Krug will lead Vuori's global marketing organisation, overseeing brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing.

According to the brand, she will focus on advancing its global marketing strategy and building on the brand’s momentum worldwide.

Krug joins Vuori from Abercrombie & Fitch, where she served as Chief Marketing Officer and supported the repositioning of the brand.

Vuori credits her leadership with reigniting Abercrombie's positive momentum as "one of the fastest-growing brands in the US", by evolving its brand positioning, influencer marketing and a "disciplined test-and-learn approach to modern marketing".

Earlier in her career, Krug served as CMO at David Yurman and spent over five years as Senior Vice President Global Marketing for Polo Ralph Lauren. She also held the position of VP, Global MKT at Donna Karan International for seven years.

“Carey brings the kind of brand-building, consumer engagement and cross-functional marketing leadership that will be instrumental as Vuori enters its next chapter of growth,” said Joe Kudla, founder and CEO of Vuori. “Her experience helping global lifestyle brands sharpen their storytelling and build deeper connections with consumers aligns closely with where we’re headed as we continue to scale.”

"Vuori has a rare combination of brand clarity, product strength and deep consumer connection," said Krug. "The foundation is already there - a powerful brand and an engaged community. I am thrilled to build upon this momentum and scale globally with intentionality and consistency.”

In May this year, Vuori launched its second golf range with a campaign fronted by British actor, brand ambassador and keen golfer, Tom Holland.

Only a few months earlier, Vuori had accelerated its move to elite tennis with the launch of the HardKore Short, its most technical performance style to date, fronted by British tennis star and world number 12 Jack Draper.

The release also marks the next phase of Vuori’s growing relationship with Draper, who signed a multi-year, "transformative" deal with the California-based brand in 2025 as it made a strategic push into the sport.