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Eagle Creek® Brand President Tapped to Also Lead Reef®

Tags: Brand News

Eagle Creek® Brand President Tapped to Also Lead Reef®

February 13, 2017

Roger Spatz

VF Corporation’s Eagle Creek® brand is known for producing some of the best and most innovative adventure travel gear on the planet. Now, the brand’s president will bring his vision to VF’s Reef®, the global surf lifestyle brand.

VF named Roger Spatz to the position of Reef Brand President. Spatz, who was named president of Eagle Creek in 2011, will serve as president of both brands. 

“I am honored to be given the opportunity to lead another one of VF’s iconic brands,” Spatz said. “The future is bright for Reef and I’m excited to work with the talented teams at the brand to continue to deliver amazing products and experiences to its loyal and passionate base of core consumers.”

During his 12 years at VF, Spatz has held a series of leadership roles, including serving as Chief Financial Officer of both the Reef and VF Outlet brands. Prior to joining VF, Spatz spent 10 years with Cambridge-Lee Industries, a multi-national manufacturer and distributor of copper products, where he last served as Executive Vice President and Chief Operating Officer.

“Throughout his VF career, Roger has excelled in multiple leadership roles across various aspects of our business and has continually demonstrated his ability to lead successful teams, achieve results and create value for our organization,” said Scott Baxter, Vice President, VF Corporation and Group President Outdoor & Action Sports Americas. “His successful leadership of the Eagle Creek brand positions him well to take on this new responsibility with Reef, and I am confident that he will build on the brand’s solid foundation to achieve sustained growth in the years to come.”