VF Corporation appointed Michelle Choe as Global Brand President for Vans in late July. Sun has nearly three decades of experience in design and merchandising for brands like lululemon, Marc Jacobs, and Levi’s. She previously served as Chief Product Officer at lululemon.
where she oversaw design, merchandising, and product development. Sun is credited with transforming lululemon into a product-focused company, leading to increased revenues and profitability. Her expertise will be valuable in expanding Vans into new product lines & markets.
Sun is described as a strong leader with a focus on consumer insight and a track record of driving brand heat and financial results. VF’s President and CEO, Bracken Darrell, expresses confidence in Sun’s ability to take Vans to new heights. Sun’s appointment is said to further transform the VF leadership team to drive growth across brands and increase value for stakeholders.
Sun, expressing enthusiasm, highlighted Vans’ rich history and loyal customer following. He is eager to create high-performance teams and designs, emphasizing building lasting connections with consumers globally. Sun aims to leverage Vans’ lifestyle identity based on creativity and authenticity to continue the brand’s success and impact.
