- Vuori has named former Abercrombie & Fitch Chief Marketing Officer Carey Collins Krug to the same role, effective October 5.
- Collins Krug led Abercrombie’s digital-first repositioning, helping the brand re-emerge as one of the fastest-growing in the U.S.
- The appointment follows Vuori’s first Chief Product Officer hire, a new board addition and continued global retail expansion.
Vuori has appointed Carey Collins Krug, former Chief Marketing Officer of Abercrombie & Fitch, as its new Chief Marketing Officer, effective October 5. The activewear brand, rooted in Coastal California culture, said the move positions the company for its next chapter of expansion.
“Carey brings the kind of brand building, consumer engagement and cross-functional marketing leadership that will be instrumental as Vuori enters its next chapter of growth,” said Joe Kudla, founder and Chief Executive Officer of Vuori, in a statement. “Her experience helping global lifestyle brands sharpen their storytelling and build deeper connections with consumers aligns closely with where we’re headed as we continue to scale.”
At Abercrombie, Collins Krug played a key role in repositioning the brand, driving a digital-first transformation and reigniting cultural relevance with a new generation of consumers. Abercrombie re-emerged as one of the fastest-growing brands in the U.S., driven by evolved brand positioning, influencer marketing and a disciplined test-and-learn approach to marketing. Earlier in her career, she held senior marketing roles at David Yurman, Ralph Lauren and Donna Karan International, leading brand campaigns, global expansion efforts and digital innovation initiatives.
In her new role, Collins Krug will lead Vuori’s global marketing organization, overseeing brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing. She will focus on advancing the company’s global marketing strategy, strengthening connection across channels and building on the brand’s momentum worldwide.
“Vuori has a rare combination of brand clarity, product strength and deep consumer connection,” Collins Krug said in a statement. “The foundation is already there, a powerful brand and an engaged community. I am thrilled to build upon this momentum and scale globally with intentionality and consistency.”
Collins Krug was named to the 2025 CommerceNext CommerceXcellence “25 Leaders to Watch” list and was an honoree of Adweek’s CMO Awards in 2021.
The hire continues a broader build-out of Vuori’s executive bench. In April 2026, the company named Heather Archibald, formerly of Rothy’s, as its first Chief Product Officer, tasked with overseeing design, development, merchandising and sourcing. In September 2025, Vuori appointed former Nike Chief Operating Officer and Chief Financial Officer Andrew Campion to its Board of Directors and Audit Committee. That same year, the brand surpassed its goal of 100 owned retail locations six months ahead of schedule, part of a global expansion effort that has included flagship stores in London and Shanghai.
Vuori was founded in 2015 by Kudla in Encinitas, California and is now available in close to 30 countries worldwide through its stores, website and a network of national and regional retail partners.
