Carhartt has named Norma Delaney as vp of brand name advertising and inventive.
With over 20 years of expertise within the footwear and attire model advertising enterprise, Delaney joins from informal efficiency retailer Johnnie-o, the place she served as chief advertising officer (CMO). She additionally held management positions at Hoka, New Stability, Adidas, Sperry Prime-Sider, and Keds.
At Carhartt, Delaney will lead advertising and inventive methods and assist form the workwear model’s picture and recognition. She will even oversee media planning, model administration, inner and exterior public relations, digital advertising, and advertising evaluation.
Delaney’s appointment follows the departure of former advertising vp Janet Ries, who left the corporate in January 2024. Delaney will report back to Carhartt’s chief model officer (CBO) Susan Hennike.
“Norma has intensive management expertise and a confirmed capacity to raise world manufacturers by way of artistic storytelling and strategic amplification,” Hennike stated in an announcement.
“We stay up for her contributions to bolster our dedication to serve and shield all hardworking folks whereas introducing the subsequent era to sturdy workwear they’ll rely on to make their very own histories.”
From railroad employees to rappers and past
Since its inception in 1889, offering high-quality overalls for railroad employees, Carhartt has cemented its clothes as a staple wardrobe alternative amongst laborers, rappers, streetwear heads, and on a regular basis dads alike.
Whereas the workwear model has largely embraced its crossover into vogue and tradition, its advertising technique continues to prioritize laborers.
Carhartt Work in Progress streetwear label (WIP) bridges this hole. Based in London in 1994, the model creates variations of Carhartt staple items to have interaction with subcultures like hip-hop and skateboarding which have helped popularize it because the early 90s. The corporate has additionally pushed development by way of collaborations with manufacturers like Converse, Nike, A.P.C., Vans, and extra.
Delaney will probably be answerable for increasing Carhartt’s buyer base and reaching total enterprise development and success. In February, Carhartt introduced the growth of Carhartt Reworked. The trade-in program launched final yr in partnership with Trove and can now permit shoppers to mail in outdated clothes to obtain credit score for one thing new.
