This is the second time this week we’ve seen a top leader depart VFC’s most profitable Action Sports business. It could be coincidence – perhaps not, but at the very least it’s notable.
In today’s news Bill Bettencourt, previously the VP of Product and Marketing at Vans is joining Sperry Top-Sider. Tuesday it was Steven Murray President of VF Action Sports leaving to head the Urban Outfitters Brand. Top talent getting bid away simply happens at good companys, but two in a week will have an impact VF.
An important note is the addition of Bettencourt at PSS – it’s a move that’s tightly aligned with the company’s strategic plan to become more relevant with America’s youth. Top-Sider is a great brand with strong ties to the 30+ demographic, but has struggled to resonate with younger consumers. The addition of a VP of Product from one of the more relevant brands in that demographic over the last 10-years is certainly a step in the right direction.
Casey Flavin
Director