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Columbia Sportswear appoints new presidents for Mountain Hardwear and prAna

Columbia Sportswear has appointed new presidents for its Mountain Hardwear and prAna brands. Troy Sicotte (pictured) will head up Mountain Hardwear while Monica Mirro will take… View Article

SPORTS & LEISURE

Columbia Sportswear appoints new presidents for Mountain Hardwear and prAna

Columbia Sportswear has appointed new presidents for its Mountain Hardwear and prAna brands.

Troy Sicotte (pictured) will head up Mountain Hardwear while Monica Mirro will take charge at prAna.

Sicotte is well known within the Mountain Hardwear family as he has served as vice president of sales for the past three years.

Craig Zanon, senior vice president for emerging brands at Columbia Sportswear, said: “Troy Sicotte is a modern, pioneering, and energetic leader with diversified experiences that will serve Mountain Hardwear well. We are happy and proud that Troy’s internal promotion facilitates a smooth transition for the team and business.”

Sicotte added: “I’m honoured to now help lead the brand’s continued global growth alongside these amazing teams in Richmond, Portland and abroad. Our focus on innovative mountain sport product and thoughtful distribution will optimally serve consumers and our retail partners across the globe.”

Meanwhile, Mirro has worked extensively in leadership roles at the likes of Under Armour and SPANX. Columbia said her experience of go-to-market strategies, distribution channel diversification and consumer brand loyalty will be important in growing the prAna business.

Zanon added: “We’re excited that Monica will be joining us and are confident that her growth mindset, strategic discipline and people-first approach will propel the brand.”

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