Vessi Footwear Appoints Former Sonos Marketer as CMO

Vessi Footwear, the Vancouver-based brand renowned for its 100% waterproof sneakers, has appointed Lorrin Pascoe as its new Chief Marketing Officer (CMO), marking a strategic push to accelerate global expansion and strengthen its market leadership. Pascoe brings over two decades of experience from roles at Adidas, Sonos, and KOHO, where he led transformative campaigns and built brand communities. His hiring follows a series of strategic moves by Vessi to scale operations and refine its brand identity.

Sustained Revenue Growth and Retail Expansion

Vessi reported $100 million in annual revenue for 2023, driven by e-commerce and its first full year of brick-and-mortar sales, with its Vancouver store contributing 7–10% of total revenue.

By 2024, the company projects $12 million in combined revenue from four Canadian retail locations. Plans for U.S. store openings in 2025 are underway, targeting major cities like New York and Los Angeles.

In November 2024, Vessi became the official footwear partner of US Sailing, aligning its waterproof technology with maritime sports.

A February 2025 rebrand emphasized water-inspired visuals, including a droplet-shaped logo and vibrant blue color palette, to differentiate the brand and support North American expansion.

Vessi added industry veterans Jennifer Olsen (former CMO of Caleres) and Eric Patel (ex-chair of Daiya) to its advisory board in late 2024.

The company’s omnichannel strategy, blending online sales with physical retail, has been central to its growth, with Pascoe’s expertise expected to refine this approach further.

Lorrin Pascoe emphasized his personal connection to water and Vessi’s mission, stating:

“Discovering Vessi was almost life-changing for me, by unlocking the fun of wet weather”. His focus will include enhancing digital marketing, community engagement, and global brand storytelling, leveraging his experience in purpose-driven campaigns.

CEO Andy Wang noted, 

“Lorrin’s blend of creative vision and data-driven leadership will redefine what it means to be a modern, mission-driven brand”. The appointment underscores Vessi’s ambition to dominate the waterproof footwear category while maintaining its ethos of innovation and customer-centricity.