During the premarket session today, shares of V.F. Corporation (NYSE: VFC) demonstrated an upward momentum, continuing the rally observed in the previous session. At the last check, VF’s stock had risen by 8.76% on the US stock charts, trading at $13.41. This bullish trend is attributed to a significant breakthrough by a VFC brand athlete in the realm of skateboarding.
Landmark Achievements In Skateboarding
Vans, a VF Corporation brand known for its action sports footwear, apparel, and accessories, has seen its Global Skateboarder Arisa Trew make history in the sport. Arisa Trew made history in 2023 when she landed a 720 on a skateboard. She was also the first woman to do this feat during a competition run, winning the gold medal in the women’s skateboard vertical at X Games California 2023.
She further distinguished herself by winning the Women’s Skateboard Park Gold the following day, becoming the youngest X Games double gold medalist at 13 years old. These extraordinary accomplishments earned her the 2024 Laureus World Sports Award for Action Sports Person of the Year.
Following this accolade, Arisa achieved another milestone by becoming the first woman to land a Switch 540. She has now elevated the sport even further by being the first female to land a 900, a feat achieved 25 years after Tony Hawk’s pioneering performance.
Strategic Leadership Appointment At Vans
The hiring of Michelle (“Sun”) Choe as the Global Brand President of Vans, beginning from late July, was announced by VF Corporation as a strategic move. With over three decades of experience heading design and merchandising for well-known international brands including lululemon, Marc Jacobs, West Elm, Madewell, Urban Outfitters, Levi’s, and the Gap, Sun Choe is an accomplished executive in the garment business.
She leaves lululemon, where she spent the previous seven years as Chief Product Officer, to join VF. She had a key role in turning lululemon into a product-led company during her time there, increasing profitability, growing into new product categories, and quadrupling sales.
Sun Choe is well-known for her capable leadership, keen understanding of consumers, and track record of igniting brand passion and achieving financial success. VF Corporation views her as the ideal leader to elevate Vans to new heights. With Sun Choe’s appointment, VF is continuing to revitalize its leadership team, aiming to stimulate growth across its diverse brands.
