Vuori Names Carey Collins Krug as Chief Marketing Officer

The appointment of Collins Krug cements Vuori’s next chapter of growth and drives further momentum as the brand scales globally

ENCINITAS, Calif.--(BUSINESS WIRE)--Vuori, a global activewear brand rooted in Coastal California culture, is excited to appoint retail industry leader Carey Collins Krug as its new Chief Marketing Officer, effective Monday, October 5.

“Carey brings the kind of brand-building, consumer engagement and cross-functional marketing leadership that will be instrumental as Vuori enters its next chapter of growth,” said Joe Kudla, Founder and CEO of Vuori. “Her experience helping global lifestyle brands sharpen their storytelling and build deeper connections with consumers aligns closely with where we’re headed as we continue to scale.”

At Vuori, Carey will lead the company’s global marketing organization, overseeing brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing. She will focus on advancing Vuori’s global marketing strategy, strengthening connection across channels, and building on the brand’s momentum worldwide.

"Vuori has a rare combination of brand clarity, product strength and deep consumer connection," said Carey Collins Krug. "The foundation is already there - a powerful brand and an engaged community. I am thrilled to build upon this momentum and scale globally with intentionality and consistency.”

Carey joins Vuori from Abercrombie & Fitch, where she served as Chief Marketing Officer and played an instrumental role in repositioning the brand, driving a digital-first transformation and reigniting cultural relevance with a new generation of consumers. Under her leadership, Abercrombie re-emerged as one of the fastest-growing brands in the U.S., fueled by evolved brand positioning, influencer marketing and a disciplined test-and-learn approach to modern marketing. Earlier in her career, she held senior marketing roles at David Yurman, Ralph Lauren and Donna Karan International, leading brand campaigns, global expansion efforts and digital innovation initiatives.

Her work has earned industry recognition, including being named on the 2025 CommerceNext CommerceXcellence "25 Leaders to Watch” list and recognized as an honoree of Adweek’s annual CMO Awards in 2021.

About Vuori

Born in the beachside town of Encinitas, California, Vuori draws inspiration from its vibrant community, active lifestyle, and the natural playground that surrounds it. The brand creates premium performance apparel and elevated everyday styles—each crafted with intention, quality, and a fabric-first approach—to strike the perfect balance between functionality and simplicity.

Vuori was founded in 2015 by Joe Kudla in a humble garage office just two blocks from the ocean. What started in a small “garoffice” quickly grew into a powerful vision: to build a values-driven brand rooted in connection, balance, and the pursuit of an extraordinary life. Today, Vuori is available in close to 30 countries worldwide, found in Vuori stores, on vuoriclothing.com, and through a network of national and regional retail partners.