O'Neill Canada has taken over the license for O'Neill Snow Outerwear for all of the Americas in a move that is seen as key to the brand's growth.

The change now means all O'Neill Snow's product distribution efforts in Canada, the US and Mexico fall under one distribution outfit - White Wave Sportswear USA.

To organise and develop the new structure, Kevin O'Brien has been promoted to director of sales and marketing from his former position of US sales manager.