Mountain Equipment Co-op (MEC) announced that John Irvine has returned to the iconic Canadian outdoor retailer to oversee its public relations and sports marketing activities. A stalwart of the outdoor industry, Irvine is returning to MEC after having spent the last decade with the Co-op’s local peer Arc’teryx.

“John’s keen understanding of how to fuse product, personalities and events into a potent promotional mix will be extremely valuable as we evolve the MEC brand to be synonymous with active outdoor lifestyles, said CEO David Labistour. “We’re delighted to welcome John back into the Co-op’s fold.”

In addition to front-line retail experience at its Vancouver store in the early 1990s, Irvine worked for MEC’s buying and design department as product manager of several categories, including snowsports and watersports. Irvine himself is a self-described fanatic of skiing, cycling and paddling.

Irvine’s extensive industry experience and embodiment of an active outdoor lifestyle will be instrumental as Irvine develops an ambassador program for MEC. He will also extend MEC’s community outreach through events that support its core activities.