Michael Minter’s made the jump to footwear brand Sorel as vice president of brand.
Minter officially joined the company April 29, Sorel parent Columbia Sportswear Company disclosed in an announcement Wednesday.
“The addition of Michael to the team comes at an exciting time for the brand as we chart our course into a new chapter of growth,” Sorel President Cory Long said in a statement. “With a strong background revitalizing and scaling brands in footwear, fashion, outdoor, and action sports, Michael brings with him the creativity level and experience spectrum we feel is tailor-made for the Sorel opportunity.”
Sorel generated net sales of $45.6 million in the first quarter ended March 31. That was down 25% in constant currency as Columbia’s businesses saw pressure in the U.S. and Canada wholesale channel.
Columbia Sportswear’s portfolio also includes its namesake brand, in addition to prAna and Mountain Hardwear.
Minter joined Reef in November, becoming the shoe company’s first-ever chief marketing officer. A successor for Minter has not yet been named at Reef.
Minter joined the sandal maker after serving as DC Shoes global head of marketing, a position he held for six years.
The executive’s past experiences also include various senior marketing roles, including global vice president of Keen, global creative director at Billabong, and global creative director and vice president of marketing at Sanuk.
