Position: Vice President, Brand

As a passionate outdoorsman, Karl has amassed extensive experience working in the athletic apparel industry, holding leadership positions at both Nike and lululemon over the last decade. 

During his five-years at Nike, Karl helped build a global strategy for elite-level athlete training programs and worked on the long-term brand positioning for several global sport categories. It was his position at lululemon that brought Karl to Vancouver, in 2015, to establish the men’s business, community and brand team. 

Since lululemon, Karl has been consulting with brands in industries spanning sportswear, outdoors, tech and social change. On topics covering brand planning, positioning, strategic direction and internal cultural transformation.

Today, he brings this strong experience to his role as Vice President, Brand along with his philosophy that a great brand invests in its people, takes meaningful action and shows the world why it cares.

Originally from the United States, Karl has a BA, Finance from the University of Portland and spent his early childhood in the ski town of Steamboat Springs, Colorado. Growing up there, as the son of a geologist and forest service worker, Karl developed a love for the mountains from a young age. He also gained a deep appreciation for the value of getting into nature. This is a lesson he’s carried with him through life and he believes in getting outside whenever he can - be it skiing or mountain biking and its inevitable abrasions.

Karl now calls North Vancouver home and lives there with his wife, three children and labradoodle, Benny. He considers time with his family to be pure happiness and would happily risk his ligaments to play almost any sport with his kids.