Tecnica USA has named Sam Cook to the position of vice president and general manager. Cook, a fourteen year veteran of the Italian based Tecnica Group, will oversee all sales, marketing, promotions, logistics and administrative activities for Tecnica USA. Prior to this appointment, Cook held the position of VP Sales for Tecnica USA and Volkl Sport America.
“Sams leadership and expertise will be instrumental as we look to strengthen the Tecnica brand with our core winter dealers,” said John Stahler, Chairman and CEO of the Tecnica Group, North America.
Tecnica USA recently reorganized its outdoor footwear business, which is now being managed by Lowa Boots LLC, also owned by the Tecnica Group. Stahler explained that Lowa has expertise in the outdoor footwear market, while Tecnica has expertise in winter footwear. With this new structure, Tecnica has a great opportunity to focus and build on its reputation as a leader in the alpine ski boot and winter footwear business.
Tecnica is known for both its performance line of ski boots, worn by Olympic and World Cup athletes to recreational skiers, and technical and fashion-oriented winter footwear, including the popular Tecnica Moon Boot introduced in 1971.
“I am honored to lead a brand with such a rich heritage of high quality products, strong customer loyalty, and an experienced, passionate team,” said Cook.
