Former lululemon, Nike Leader to Oversee Global Brand Strategy for Iconic, High-Performance Outerwear and Equipment Company
NORTH VANCOUVER, Canada, May 17, 2021 – Arc’teryx Equipment, a global design leader in technical high-performance outerwear and equipment, today announced the appointment of seasoned global consumer brand leader, Karl Aaker to the role of VP, Brand, effective immediately. In his new role, Mr. Aaker will be responsible for leading global brand strategy reporting directly to Stuart Haselden, CEO of Arc’teryx.
“Karl brings a proven track record of success with iconic global brands,” said Haselden. “His experience in developing innovative, authentic community-driven brand strategies will be instrumental as we build the next chapter of growth here at Arc’teryx.”
Previously, Mr. Aaker led the brand and community strategy for the Men’s initiative at lululemon. Prior to this, he spent five years at Nike, building the global strategy for elite athlete training programs and developing the brand’s long-term positioning in several sport categories. Mr. Aaker has also consulted across several industries spanning sportswear, outdoors, and social change. Mr. Aaker holds his degree in Finance from the University of Portland.
“I firmly believe that ‘people make the brand’ which holds deeply true for Arc’teryx. This is a profoundly disruptive, authentic brand built on a legacy of people who live and breathe the life they design for,” said Aaker. “I have long admired the company both as someone with a career in retail and, more importantly, as someone who loves to be in the mountains. I am extremely excited to join such a dynamic and inspired community of people.”
Arc’teryx is a Canadian company based in the Coast Mountains. Our design process is connected to the real world, focused on delivering durable, unrivaled performance. Our products are distributed through more than 3,000 retail locations worldwide, including over 80 branded stores. We are problem solvers, always evolving and searching for a better way to deliver resolved, minimalist designs. Good design that matters makes lives better.
Verity King, Director, Brand Communications