Arc’teryx Equipment announced that former Tommy Hilfiger executive Avery Baker has been appointed as the company’s first-ever chief brand officer, and Tobia Prevedello, formerly of Celine, joins the company as general manager, EMEA.
Reporting directly to CEO Stuart Haselden, Baker will oversee global brand strategy, marketing, communications, and the creation of a world-class consumer experience team, according to a news release.
“Avery’s appointment marks a defining moment in our journey to expand the Arc’teryx brand to new markets and audiences worldwide,” said Haselden in a statement. “Her impressive track record of building globally recognized brands while staying true to their unique heritage makes her the perfect fit to lead our brand’s next chapter.”
In her new role, Baker will focus on enhancing Arc’teryx’s connection with its existing community while reaching new audiences. She aims to elevate the brand’s storytelling, design, and overall guest experience, ensuring that authenticity and innovation remain at the core of every consumer interaction.
Baker spent more than 20 years at Tommy Hilfiger, most recently as president and CEO of the global company. According the release, Baker steered the company’s global growth and relevance and led the relaunch of the global women’s business and the See Now Buy Now shoppable runway content platform.
Avery shared on LinkedIn that she had a list of requirements she needed to be met before she would join a brand again in an operational role. Arc’teryx met all of them.
“Arc’teryx has long been regarded by mountain athletes as the most authentic and committed leader in performance,” Baker said. “I’m here to help extend that leadership into every part of the world, bringing meaning and value to every consumer interaction, at scale. I’m equally committed to ensuring that authenticity, innovation, and connection remain at the core of this very special brand.”
Baker added that the outdoor mountain lifestyle is new to her.
“On a personal level, my immersion into the North Vancouver lifestyle, the literal backyard of the company, has been deeply energizing,” Baker continued. “Rock climbing, backcountry skiing, Whistler downhill with our female pro athletes, bouldering and coffee chats, and one-to-ones while hiking through the rainforest. It’s a new world for me, and I’m loving every part of it.”
Prevedello most recently served as managing director for EMEA at Celine. He will focus on regional growth and strengthening the brand’s presence across Europe, the Middle East, and Africa.
“We’re excited to welcome Tobia as our new general manager, EMEA,” Haselden said. “His deep experience leading complex regional organizations for globally recognized and sought-after brands, combined with his strong understanding of diverse consumer and market dynamics across EMEA make him an exceptional fit for our next chapter of growth in the region and beyond.”
Arc’teryx has experienced explosive revenue growth since parent company Amer Sports went public in 2024. In its latest quarter ended Sept. 30, 2025, revenue grew 31%.
