Vancouver-based outdoor retailer Arc’teryx has named Adidas alumni Katie Becker as the brand’s first vice-president creative.
In her new role, Becker will lead the development of a creative strategy at Arc’teryx involving consumer touchpoints and product focus areas in support of the brand’s global business initiatives.
She will join the company’s senior leadership team and report directly to Arc’teryx president, Jon Hoerauf.
“Katie’s extensive strategic design experience strongly positions her to build upon our brand legacy, while evolving our brand identity,” said Hoerauf, in a news statement.
“She has a deep understanding of the athletic and outdoor industries with the capability to drive the design vision, which will add tremendous value to our users while building community.”
Becker is an award-winning designer. She joins Arc’teryx from Adidas, where she had a career of over 12 years, serving most recently as senior global design director.
At Adidas, Becker developed and grew the sportswear company’s design strategy for footwear, apparel, technical and lifestyle product, conceptualized and launched new divisions and programs, and set the creative direction for key international markets.
Prior to Adidas, Becker held design roles at Merrell, Helly Hansen and O’Neill.
“Arc’teryx is known for its world-class design and high-performance apparel, and I’m thrilled to have this incredible opportunity to lead the creative strategy for one of the most iconic brands in the world,” added Becker.
Founded in 1989 and purchased in 2005 by Finland-based Amer Sports, the appointment follows the brand’s decision to evolve beyond its core offering of high-performance, technical outdoor apparel.
Last year the brand opened its first lifestyle concept store in British Columbia, Canada and forayed into the adventure travel industry with the launch of the inaugural Arc’teryx Trips program.
The company currently operates 80 branded stores. It is equally distributed through more than 3,000 retail locations worldwide.