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Lee appoints new president

Chris Waldeck is president of Lee and Rock & Republic .With more than 20 years of relevant industry experience, Waldeck joins Lee and Rock & Republic from Reebok, where he was most recently the 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 career at Reebok, 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.

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.

Lee has spent decades building a brand image of the strong American man, especially with the classic tagline The Jeans that built America. Its sister brand Wrangler has also marketed itself as a brand of jeans infused with the machismo of the American West.

Lee has been in denims since 1889. The brand has to now reorient its image in the market to cater to women after years of focusing on selling the alpha male jeans.

 
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