K2 Sports announced today that it will promote Anthony De Rocco to be its new president and CEO effective Septembr 1. De Rocco is currently Executive Vice President of Global Brand and Product Development at K2. Jarden, its parent company, also promoted current K2 president and CEO Robert Marcovitch to the same position at The Coleman Company.
“Anthony’s track record speaks for itself,” said James Lillie, Jarden Corporation’s Chief Executive Officer. “His industry knowledge is unsurpassed and his long-term contributions to the success of K2 Sports and the winter sports and outdoor recreation markets make him a natural fit to continue K2’s impressive growth trend. Anthony has the unique ability to be product, market, retailer and end consumer focused. He has used those skills to helpdrive the performance of K2 Sports.”
De Rocco initially joined K2 Sports in 1990 as a Design Engineer. He has held a series of increasingly important roles within the company including Vice President of Winter Sports Product Development and Vice President of Global Marketing.
“K2 Sports is an incredible company with an unparalleled collection of brands. It has been a privilege for me to play a role in developing these categories,” De Rocco said. “With an aggressive plan of future product and category launches, backed by our operational excellence, customer service focus and unique branding heritage, we are poised for great overall growth and firmly cementing our brands as leaders in the global markets. I’m extremely excited to move into this leadership position to further the company’s success.”
K2 Sports, celebrating its 50th anniversary in 2012, currently operates K2 Skis, K2 Snowboarding, K2 Skates, Ride Snowboards, Cappel, Atlas Snow-Shoe Company, Tubbs Snowshoes, Madshus, Line Skis, Full Tilt, Morrow, 5150, Powder Ridge,Zoot Sports and multiple licensed products out of its Seattle headquarters.