Ex-Allbirds chief executive takes Sorel role
Parent group Columbia Sportswear has announced that Joe Vernachio will become president of its Sorel outdoor footwear brand on June 22.
Mr Vernachio worked at the group before, leading another of its brands, Mountain Hardwear. He left that role to become chief operating officer and, later, chief executive of Allbirds.
Group chief executive, Tim Boyle, commented: “We are excited to welcome Joe Vernachio back to the Columbia Sportswear family. He is a terrific leader, who can build on the great work, talent and momentum in place at Sorel.”
Allbirds launched in 2015, more than 50 years after Sorel first came to market. By the end of 2021, headline-grabbing, sustainability-focused Allbirds had floated its stock on Nasdaq. Its peak value reached $4.1 billion.
In April 2026, it announced that it was selling its intellectual property to a brand management company for $39 million, after which it would wind down the company.
