VF Corporation appointed Steve Rendle to the newly created role of senior vice president, Americas.

Since 2011, Rendle has served as vice president and group president – Outdoor & Action Sports Americas. His new responsibilities in the Americas will include leadership of the Outdoor & Action Sports, Jeanswear, Imagewear, Sportswear and Contemporary Brands coalitions.

“Steve’s track record of successful growth at VF is outstanding,” said Eric Wiseman, VF chairman, president and chief executive officer. “His appointment strengthens our ability to develop powerful brands by connecting with consumers, serving them directly and leading in innovation. As we continue on our path to $17 billion in revenue by 2017, Steve’s consumer-focused leadership will play a crucial role in helping to build sustainable, long-term growth for VF.”

The company also announced:

  • Patrik Frisk, currently Timberland brand president, has been promoted to coalition president, Outdoor Americas, with responsibility for The North Face, Timberland, JanSport, Lucy and SmartWool brands. A successor to Frisk to lead the Timberland brand in the Americas will be announced in the coming months.
  • Kevin Bailey, who is currently Vans brand president, Americas, has been promoted to coalition president, Action Sports Americas and Vans. In addition to the Vans brand, Bailey will oversee the Reef and Eagle Creek brands.

“VF is an organization of proven leaders and talented associates,” Wiseman continued. “With powerful brands and strong business platforms that unify our organization, we are able to put the right people in the right positions to consistently fuel growth and create value for our shareholders.”