Vans President Sun Choe Outlines Major Turnaround Plan

Choe, who joined Vans from Lululemon, described her lifelong love of Vans from her punk rock days during VF Corp.'s Investor Day Thursday. She believes improving the women's business is key to returning Vans to growth. "I'm not suggesting a Tony Alva collab on a yoga pant," she said. "But we have to make women want to come into our stores or go onto our site and expect to find something they spark to."

Published: March 7, 2025By Tiffany Montgomery

"The polished sheen of high adulting in front of you is an overlay,” Vans President Sun Choe told the audience of stock analysts at VF Corp.'s Investor Day. “Underneath lies the beating heart of a Vans girl, fan girl from way back when in Reagan America, as the only Asian kid growing up in the preppy monoculture of suburban Maryland, I really didn't fit in.”

New Vans President Sun Choe described her longtime love of the Vans brand and her punk rock roots while outlining how she plans to return Vans to growth during a presentation at parent company’s VF Corp. Investor Day event in New York City Thursday.

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Posted in: Executive Edition

Tagged with: Sun Choe, Vans, VF Corp.