At the National Retail Federation Big Show in New York City last week, leaders from three of VF Corp.’s most popular brands — The North Face, Timberland, and Vans — shared insights into how they’re navigating large-scale brand transformation while staying true to deeply rooted DNA.

Moderated by VF Corp. board member and former retail CEO Mindy Grossman, the keynote session featured Caroline Brown, global brand president of The North Face; Sun Choe, global brand president of Vans; and Nina Flood, global brand president of Timberland. Their conversation touched on a wide range of topics, including leadership, culture, focus and resilience during times of change.

Transformation Starts With Courage and Clarity

At Timberland, the brand’s transformation has been both comprehensive and uncompromising. “Nothing is sacred,” emphasized Flood, describing a reset that touched organizational structure, go-to-market strategy and leadership. Central to that mission was reconnecting the team around why the brand exists.

Flood described “culture as our athlete,” noting that belief and energy within the organization are just as critical as product innovation. By refocusing on Timberland’s emotional connection with consumers and amplifying its brand presence through cultural collaborations, Flood and her team reignited momentum. Strategic partnerships, such as a recent collection with Louis Vuitton, visibility gained by NBA and NFL players wearing its products, and a renewed emphasis on its iconic boot have helped re-establish Timberland’s relevance with younger consumers.

However, Flood cautioned that brand buzz alone isn’t enough. “If you don’t connect it to your customer, it doesn’t matter,” she said.

Timberland’s retail strategy has become a critical bridge between culture and consumers, with experiential elements like “The Shed” in the brand’s SoHo store as an example. Customization, fast-turn content and authentic storytelling, such as Spike Lee creating a custom pair of Timberland boots at The Shed in the SoHo store that he later wore courtside at a Knicks game, have helped drive foot traffic and engagement.

According to Flood, Timberland’s transformation has been accelerated by listening closely to its customers, reacting quickly, and ensuring brand energy shows up meaningfully at retail.

Dimensionality, Discipline and Resilience

Choe acknowledged Vans’ transformation is still in its “early innings,” anchored by absolute clarity on what the brand stands for: the intersection of action sports, art and music, rooted in California culture. “Dimensionalizing” the brand has meant reinforcing credibility in skateboarding and surfing while also opening the door to fashion, allowing Vans to engage multiple consumer demographics authentically.

Product is the proof point, Choe stressed. For Vans, that has meant not just designing for volume, but for innovation and detail. Footwear has traditionally been the brand’s primary focus, with particular attention to expressive product and design nuances. Apparel, meanwhile, is becoming an accelerator rather than an afterthought.

Furthermore, Choe noted another shift in strategy: Vans is designing intentionally for women. Vans is no longer building product “toe up,” but “head down,” ensuring that women are brought into the brand experience with purpose rather than adaptation.

Focus Drives The North Face’s Performance Edge

Somewhat counterintuitive, The North Face found renewed strength by pulling back. With so many opportunities available, the brand had begun drifting from its core, noted Brown. The reset centered on three product category pillars: snow, climb and trail.

By aligning product, marketing and experience around these categories, The North Face sharpened its message and recommitted to performance leadership. Brown highlighted the brand’s world-class athlete teams as a constant source of inspiration, reinforcing its ability to operate at both extremes — from elite mountaineering and performance sports to everyday outdoor moments.

“We play with adrenaline and euphoria,” Brown said, emphasizing that even when consumers use the product casually in their day-to-day lives, performance credibility must remain unmistakable.

Leadership Through Change

Across all three brands, a common leadership theme emerged: transformation requires resilience, focus and trust in your vision, especially when results aren’t immediate. Whether reigniting heritage, redefining product strategy or narrowing brand focus, the VF Corp. leaders emphasized staying grounded in purpose while empowering teams to act boldly. That strategic mindset from leadership and throughout the organization has been integral to the brand transformations underway at The North Face, Timberland, and Vans.