Lee Jeans names Chris Waldeck president
VF Corp's Lee Jeans has tapped former Reebok exec Chris Waldeck as president of denim brands Lee and Rock & Republic.
Waldeck comes to Lee and Rock & Republic directly from Reebok International Ltd. where he most recently held the title of vice president and general manager.
He was with Reebok for 14 years and focused on brand marketing, merchandising, brand marketing, merchandising, pr, finance and operations while there. Waldeck led Reebok in Korea as brand director as well as holding senior leadership roles with the company in the US.
VF Corp had a particular interest in his experience leading an omni channel growth platform at Reebok that bridged wholesale, retail and ecommerce.
VF President Phil McAdams spoke of Waldeck saying, "He has a passion for the intersection of lifestyle and brand which enables him to reach a broad base of consumers – especially those who engage actively in their apparel as a reflection of who they are and aspire to be."
Waldeck is a Kansas native and will be returning back to his home state to work at Lee's headquarters in the Kansas City metro area.
He will be focused on continuing to "build on the brand's heritage" as an American denim brand.
Waldeck joined VF Corp earlier this month and relocated from Boston back home to Kansas with his wife and two daughters. His role with Lee is effective immediately.
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