World Footwear


Sun Choe appointed Global President of Vans

Jun 3, 2024 United States
Sun Choe appointed Global President of Vans
VF Corp has appointed Sun Choe as Global President of Vans, effective the end of July. She joins the company from lululemon, where she was Chief Product Officer for the past seven years
Sun Choe has nearly three decades of experience leading design and merchandising for iconic global brands, including lululemon, Marc Jacobs, West Elm, Madewell, Urban Outfitters, Levi's and the Gap. Most recently, she served as Chief Product Officer at lululemon, overseeing everything from design and innovation to allocation across all lines. Under her leadership, lululemon’s revenue quadrupled, profitability soared, and the company expanded into new markets and product categories.

“Sun is a strong leader who is focused on consumer insight and has a proven track record of driving brand heat, and translating it into financial results. I am confident that Sun is the right leader to take Vans to new heights”, commented Bracken Darrell, President and Chief Executive Officer of VF Corp. The appointment comes on the heels of the company’s first quarter results, which showed a sharp decline in Vans revenue of 26% (or 27% on a constant currency basis) year-over-year, in line with previous quarters.

Commenting on her new role, Sun said “Vans is an incredible brand with a storied history and devoted customer base”. “I am passionate about building high-performance cultures and teams and creating great designs and guest experiences that build long-lasting, meaningful connections with consumers around the world. At Vans, we will do just that – capitalizing on the brand’s identity as a lifestyle defined by creativity and authenticity. I can’t wait to get to work”.

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