Industry News 1/13/2015

EMP: Fjallraven Names Joe Prebich Director of Marketing in North America

Heritage outdoor brand Fjällräven announces the appointment of Joe Prebich as the brand’s director of marketing in North America. For almost 50 years, the Swedish outfitter has produced high quality outerwear, apparel and gear for adventurers of all skill levels. The brand has experienced fast-paced expansion since entering the North American market four years ago and created this new role to support its growing consumer base in the United States and Canada. In his new position, Prebich will help concept and manage all marketing initiatives, as well as oversee existing relationships with all agency partners. Prebich will report to Nathan Dopp, vice president of marketing and sales for Fjällräven North America.



“Joe is a hardworking, driven individual and we are excited to welcome him to the Fjällräven team,” said Dopp. “A veteran of the outdoor industry, he knows the retail landscape and our consumer target insideout. His creativity will be a great asset as we continue to position Fjällräven as a leading outdoor brand in North America.” 

Prebich has a decade of experience managing traditional and digital marketing programs within the outdoor industry. In his most recent role, he served as the director of marketing for Zeal Optics where he helped rebuild the brand’s credibility and authenticity within the outdoor market and cemented the brand as a leader within the goggle and sunglass marketplace. Prebich also held past appointments as the global sports marketing manager for Oakley, the interactive marketing manager for Red Bull North America, a sports marketing brand manager for Red Bull Global Sports managing Olympic athlete Shaun White, and as an associate editor at Snowboarder Magazine.  

“Fjällräven is a brand that I have admired for many years and I am excited to join the team as the director of marketing for North America,” said Prebich. “Fjällräven has a strong heritage of outdoor quality and craftsmanship with a passionate consumer base. This is an incredible opportunity to turn the volume up on one of the best brands in the world.” 

A Northern Minnesota native, Prebich spent his childhood exploring local lakes and forests and dreaming of adventures beyond his backyard. He made a move west to earn a degree in journalism from the University of Montana, Missoula. Prebich will be based at the headquarters of Fjällräven’s parent company, Fenix Outdoor North America, in Boulder, Colorado.