US apparel giant VF Corp has named former Reebok executive Chris Waldeck as president of its Lee and Rock & Republic brands.

With more than 20 years of relevant industry experience, Waldeck joins Lee and Rock & Republic from sporting giant Reebok where he most recently served as vice president and general manager. In this role, he was responsible for brand marketing, merchandising, public relations, finance, operations and led a transformational growth platform across all channels – wholesale, retail and e-commerce. 

During his 14-year tenure, Waldeck held a variety of leadership positions where he gained international experience entering new categories, facilitating strong partnerships and endorsements, and establishing franchise models and owned stores.

"I'm thrilled for Chris to join Lee and Rock & Republic and eager to partner with him and the team to propel the business," says VF president Phil McAdams. "He has a passion for the intersection of lifestyle and brand which enables him to reach a broad base of consumers – especially those who engage actively in their apparel as a reflection of who they are and aspire to be."  

Waldeck joined the company on 15 May, returning to the Kansas City area with his family.

"I'm excited to have the opportunity to lead such an iconic American brand," he says. "As I step into my new role, I'm looking forward to working with the passionate and talented Lee team to continue to build on the brand's heritage and deliver amazing products to our consumers."