Tecnica USA Names Cook VP/General Manager

WEST LEBANON, NH. – Tecnica USA, distributor of Tecnica ski boots and winter footwear, has named Sam Cook to the position of vice president and general manager of Tecnica USA.

Cook, a fourteen year veteran of the Italian based Tecnica Group, will oversee all sales, marketing, promotion, logistics and administration activities for Tecnica’s U.S. based winter sports business.

Prior to this appointment, Cook held the position of VP Sales for Tecnica USA and Volkl Sports America.

“Sam’s leadership and expertise in our winter business will be instrumental as we look to expand the Tecnica brand among our core winter dealers,” said John Stahler, president and CEO of the Tecnica Group, North America.

The Tecnica Group recently reorganized its footwear business. Tecnica’s US outdoor business is now being managed by Lowa Boots LLC, which is also owned by the Tecnica Group.

Stahler explained that Lowa has an expertise in the outdoor footwear market, while Tecnica has an expertise in the winter sports business.

“This new structure allows us to build on our reputation as a leader in the winter ski boot business and après footwear business,” said Cook.

Tecnica’s winter business, which Cook will oversee, includes performance ski boots worn by Olympic and World Cup level athletes as well as a full collection of after sport and après styles including the popular Tecnica Moonbootsâ„¢ which has seen resurgence over the past three seasons after initially being launched in the 1970s.