In a consequential VF Corporation leadership change, Vans President Kevin Bailey is stepping down as Vans global brand president, marking a crucial weight for the preeminent skateboarding footwear company.
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According to reports, Bailey's departure coincides with VF Corp.'s determination to accelerate improvements in Vans' business operations.
Under the new strategy, Bailey will remain an integral part of VF Corp.'s executive leadership team, where he will be entrusted with leading the company's transformative efforts.
Meanwhile, VF President and CEO Bracken Darrell, who assumed his role in July, will temporarily oversee Vans as the search for a new brand president begins.
The lack of visible improvements in Vans' performance, coupled with challenges in the U.S. wholesale market, is expected to impact VF's second-half results. This has prompted the company to retract its full-year guidance as it navigates the path toward rejuvenating the iconic brand.
As previously reported, Bailey shared insights about the brand's perceived loss of its rebellious nature and "F**k You" mentality. With more than a decade of experience within the company, Bailey has voiced his concerns about the potential dilution of the brand's distinctive core skateboarding identity.
By revisiting its core skateboarding roots, Vans aims to not only reinvigorate its connection with the skateboarding community but also to reestablish itself as a countercultural icon.