Vuori Poaches Abercrombie's CMO As It Pushes Global Expansion

Vuori has appointed Carey Collins Krug, most recently chief marketing officer of Abercrombie & Fitch, as its new CMO effective 5 October. She will oversee brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing.

Krug's reputation was built on Abercrombie's repositioning, a rare case of a brand recovering cultural permission after years of decline. That work combined a shift in brand positioning with disciplined influencer marketing and a test-and-learn media approach — a playbook Vuori will want applied to international markets where it is still building awareness.

Activewear remains one of the most crowded categories in apparel, with incumbents defending share and premium challengers competing for the same affluent, fitness-adjacent consumer. Brand distinctiveness, more than performance media, is the current battleground.

For Vuori, the hire signals a move from founder-led growth to a structured global marketing function.