The appointment of Selim Say to the newly created position of vice president footwear comes as part of Jack Wolfskin’s new strategic direction under CEO Richard Collier.

The goal is to strengthen the footwear division and make it a primary focus for the brand.

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In his new role, Say is responsible for the company’s entire footwear segment and for its strategic development and product innovations. He reports directly to Collier.

Say joins Jack Wolfskin from Keen, the US provider of outdoor footwear and sandals. There, as director product and merchandising EMEA, he was responsible for product management and collection strategy for Europe, the Middle East and Africa.

He has worked in the sector for more than 20 years in various positions, including companies such as Timberland and Ecco.

“We see great potential in our footwear business and would like to further expand it in a targeted manner in the future as one of our strategic focus areas,” Collier said.

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“Selim Say has a good understanding of our core markets and many years of experience in footwear. Together with him, we want to take our entire footwear collection to the next level and strengthen its importance in our overall assortment.”

Say added: “The interplay between technical innovation, performance, and sustainability has been an important part of the brand’s success since its founding and will also be central to my work.”

Jack Wolfskin is one of the leading providers of premium quality outdoor apparel, footwear and equipment in Europe and the largest franchisor in the sports retail market in Germany. The company’s products are available in more than 540 own brand stores and at over 4,000 points of sale worldwide.