German outdoor apparel, footwear and equipment brand Jack Wolfskin announced it hired Massimo Carnelli as director of sales, South Europe and New Markets.
Carnelli is a 26-year veteran of the active outdoor industry, most of which has been working for the Adidas Group in various positions. He was, most recently, senior director of Reebok Brand and E-commmerce in Italy.
Carnelli is based in Monza, Italy, and will focus on building Jack Wolfskin’s regional structure in implementing the brand’s omni-channel distribution strategy through corporate-owned retail stores, wholesale accounts and e-commerce.
“South Europe is an important market in Jack Wolfskin’s strategic global growth strategy,” said Richard Collier, Jack Wolfskin’s CEO. “Max is an exceptionally talented leader with an entrepreneurial mindset and a proven track record that will help establish Jack Wolfskin as a key outdoor brand throughout the region.”
In addition to Italy, Carnelli is responsible for establishing a market presence in Spain and France and expanding the Jack Wolfskin business in the Middle East and other new markets.
He started with the organization on July 1 and reports to Natascha el Mahmoud, general manager, commercial Europe at Jack Wolfskin.
South Europe is part of a global expansion strategy that Jack Wolfskin set in motion in 2021.
