Activewear brand Vuori has appointed former Abercrombie & Fitch executive Carey Collins Krug as its new chief marketing officer effective from 5 October, 2026.
As part of the new role, Krug will lead the company’s international marketing organization, managing brand, creative, consumer engagement, retail, and integrated marketing.
She will work towards advancing the brand’s global marketing strategy, which aims to strengthen connections across channels and build momentum worldwide.
Krug previously served as CMO at fashion retailer Abercrombie & Fitch, where she played an essential role in leading a digital-first transformation and bringing back cultural relevance to a new generation of consumers.
According to the business, the fashion retailer rebranded into one of the fastest-growing brands in the US, which was driven by evolved brand positioning, influencer marketing, and a modern approach to advertising.
Additionally, she has extensive experience in senior leadership positions at popular fashion companies, including David Yurman, Ralph Lauren, and Donna Karan International.
Joe Kudla, founder and CEO of Vuori said: “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.
“Her experience helping global lifestyle brands sharpen their storytelling and build deeper connections with consumers aligns closely with where we’re headed as we continue to scale.”
Krug added: “Vuori has a rare combination of brand clarity, product strength, and deep consumer connection. The foundation is already there—a powerful brand and an engaged community. I am thrilled to build upon this momentum and scale globally with intentionality and consistency.”
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