TCF POST Report
ENCINITAS, Calif. — Vuori has appointed retail marketing executive Carey Collins Krug as Chief Marketing Officer, effective October 5, as the California-based activewear brand prepares for its next phase of global expansion.
Collins Krug will lead Vuori’s global marketing organization, overseeing brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing. Her remit will include strengthening the brand’s global marketing strategy and deepening consumer connections across channels.
“Carey brings the kind of brand-building, consumer engagement and cross-functional marketing leadership that will be instrumental as Vuori enters its next chapter of growth,” said Joe Kudla, founder and CEO of Vuori.
Collins Krug joins Vuori from Abercrombie & Fitch, where she served as Chief Marketing Officer and helped reposition the brand through a digital-first transformation, influencer marketing and a test-and-learn marketing strategy. She previously held senior marketing positions at David Yurman, Ralph Lauren and Donna Karan International, with experience spanning brand development, global expansion and digital initiatives.
“Vuori has a rare combination of brand clarity, product strength and deep consumer connection,” Collins Krug said. “I am thrilled to build upon this momentum and scale globally with intentionality and consistency.”
Her industry recognition includes selection for CommerceNext’s 2025 CommerceXcellence “25 Leaders to Watch” and an Adweek CMO Award in 2021.
The appointment follows Vuori’s hiring of Heather Archibald as Chief Product Officer in April. Archibald previously held roles at Rothy’s and Gap.
Founded in Encinitas in 2015, Vuori has expanded into a global activewear brand built around a versatile approach to performance apparel. It reached 100 stores in late 2025 and now serves customers in nearly 30 countries through owned and partner channels.
Vuori plans to continue expanding across the US, Europe and Asia. By the end of 2026, the company expects to add nearly 25 retail locations through owned and partner channels, including 15 international stores, as it builds its global presence.
The appointment of Collins Krug therefore comes at a critical stage for Vuori, with marketing increasingly central to translating its California-rooted identity into a consistent global brand as international store growth accelerates.
