GLOBAL BRAND PRESIDENT
VANS INC
WHY: Since 2024, leader of Costa Mesa-based Vans, which reported $2.15 billion in sales in fiscal 2026. Hired as part of parent company VF Corp.’s business improvement initiatives; chosen to pursue a sales turnaround at the skate apparel and shoe brand. Her plan includes claiming other action sports categories, recapturing youth and women consumers, reconnecting with specialty skate shops and “restoring brand relevance.”
IN THE NEWS: VF Corp. reported “green shoots” at Vans during fiscal year 2026 based on an increase in global digital revenue for the first time in four years during the third quarter ended Dec. 27. VFC CEO said the strategy of refreshing the retailer’s product lineup was “starting to deliver” — and that the positive e-commerce traffic was “a very good sign” of Vans turning positive. Choe oversaw new “Off The Wall” marketing campaign, based off the retailer’s slogan, that centers on one of Vans’ original skate shoes called the Authentic worn by celebrities such as SZA and Hayley Williams, after struggling with its flagship products.
NOTABLE: Previously played a prominent sales role at Lululemon as chief product officer, where sales quadrupled during her tenure. Also worked at Marc Jacobs, West Elm, Madewell, Urban Outfitters, Levi’s and the Gap.
IN HER WORDS: “For sixty years, [the Authentic] has been worn by those who live Off The Wall, a celebration of individuality, creativity and refusal to blend in.”
