Arc’teryx Equipment announced the appointment of Karl Aaker to the role of VP, brand, effective immediately.
In his new role, Aaker will be responsible for leading global brand strategy reporting directly to Stuart Haselden, CEO of Arc’teryx.
“Karl brings a proven track record of success with iconic global brands,” said Haselden. “His experience in developing innovative, authentic community-driven brand strategies will be instrumental as we build the next chapter of growth here at Arc’teryx.”
Previously, Aaker led the brand and community strategy for the Men’s initiative at Lululemon. Before that, he spent five years at Nike, building the global strategy for its elite athlete training programs and developing the brand’s long-term positioning in several sport categories. Aaker has also consulted across several industries spanning sportswear, outdoors and social change.
“I firmly believe that ‘people make the brand’ which holds deeply true for Arc’teryx. This is a profoundly disruptive, authentic brand built on a legacy of people who live and breathe the life they design for,” said Aaker. “I have long admired the company both as someone with a career in retail and, more importantly, as someone who loves to be in the mountains. I am extremely excited to join such a dynamic and inspiring community of people.”
Photo courtesy Arc’teryx
