VF Corp. has appointed Steve Murray vice president for strategic projects, a new position.

In the role, Murray will report to Steve Rendle, VF’s chairman, president and chief executive officer. Murray will also serve on the company’s senior leadership team. He will work closely with other senior executives at VF on key projects, including elevating The North Face brand’s footwear product strategy and the integration of the Altra brand into VF. The group recently disclosed that it inked an agreement to acquire the brand from Icon Health & Fitness.

Murray had worked previously at VF as president of Vans for five years following the group’s acquisition of the brand in 2004 and later served as president of VF’s action sports coalition.

Murray said, “A hallmark of VF is the company’s ability to continually adapt to changes and transform itself, either through its M&A strategy or by leveraging its operational strength to seize new opportunities that keep it at the forefront of the industry.”

He was most recently ceo of Airwair International (Dr. Martens), where he transitioned the company from a family-owned manufacturing firm to a consumer-focused retailer backed by a private-equity firm. He was also the former global brand president of Urban Outfitters. Previous stints include senior positions at Deckers Brands and Reebok International.

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