Kontoor Brands, Inc. announced that Joseph Alkire will assume global responsibilities for the Helly Hansen brand, effective immediately, in addition to his responsibilities as chief financial officer and global head of operations.
Alkire will support Børre Hegbom, who was promoted to SVP and Global Head of Helly Hansen last October. Hegbom has been with Helly Hansen for 22 years and most recently served as managing director, Sport.
Kontoor, which also owns Wrangler and Lee, acquired Helly Hansen in June 2025. In February 2026, Helly Hansen’s former CEO, Carrie Ask, was appointed president and CEO of Wilson Sporting Goods.
Scott Baxter, president, chief executive officer and chairman of the Kontoor Brands Board of Directors, said, Joe has been my strategic partner since the early stages of the acquisition, leveraging our collective experience in the outdoor category to shape the role Helly Hansen will play in Kontoor’s next phase of growth. There is no one better positioned to guide the Helly Hansen brand forward as we focus on creating broad-based momentum, positioning the brand to deliver strong revenue and profit growth over time.”
Joseph Alkire stated, “Under Børre Hegbom’s leadership as SVP and global head of Helly Hansen, the team has built tremendous momentum. I look forward to partnering closely with him and the entire team to ensure the brand has the resources, operational support and strategic focus it needs to accelerate growth and profitability. Together, we are focused on expanding our reach and leadership position in the global outdoor and workwear categories.”
Image courtesy Kontoor Brands
