American denim brand Lee announced Wednesday the hiring of Chris Waldeck as president of Lee and Rock & Republic.

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

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

“I’m excited to have the opportunity to lead such an iconic American brand,” said Waldeck in a press release. “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.”

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