Mr Zanon has spent more than 20 years at Nike, where he held positions including vice-president and general manager of global basketball, vice-president for US footwear and general manager for the Americas.

“Craig brings a wealth of experience that will help us continue the growth trajectory of SOREL, Mountain Hardwear and prAna,” said Tim Boyle, Columbia's CEO, president and chairman. “He will build on the brand-led, consumer focused strategy that we have been pursuing for the last several years.”

“I’m excited to join Columbia Sportswear Company and its portfolio of brands,” said Mr Zanon. “After a year like 2020, it will be a welcome challenge. I look forward to nurturing the unique aspects of each of these iconic brands to help them reach their potential.”