EXCLUSIVE: Waterproof Sneaker Brand Vessi Hires Adidas Alum Lorrin Pascoe as Chief Marketing Officer

Canadian waterproof sneaker brand Vessi is adding to its executive team with the naming of its first chief marketing officer. The shoe brand, which launched in 2018 on Kickstarter, has named 20-year marketing veteran Lorrin Pascoe to the new CMO role. Pascoe joins Vessi from fintech company Koho, where he most recently served as chief marketing officer. Pascoe is making a return to footwear, after spending nearly 10 years at Adidas. While at the Three Stripes, Pascoe held the roles of senior director of global brand and sports marketing as well as senior manager of global brand marketing, among others. Pascoe has also held marketing roles at home sound system company Sonos. In an exclusive interview with FN, Pascoe said that in his new role, he will be responsible for scaling Vessi, both in the U.S. and globally. The executive added that he will also work on the continual evolution of the brand’s omnichannel operations by putting an emphasis on retail. “In addition to our wholesale business, we have grown to four of our own doors now,” Pascoe told FN. “It’s really important to continue to grow the brand at retail, while also looking at home consumers can experience the brand in fun and unexpected

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