Carhartt Taps Norma Delaney — a Veteran of Hoka, Adidas and New Balance — as VP of Brand Marketing and Creative

Carhartt has appointed Norma Delaney — a footwear industry veteran with nearly 30 years of experience — as its new vice president of brand marketing and creative.

In her new role, the workwear brand stated Delaney will be tasked with leading the development of its marketing and creative strategies, and will play a critical role in shaping its image and brand recognition. She will report to Carhartt chief brand officer Susan Hennike.

“I’m thrilled to join the passionate and talented Carhartt team,” Delaney said in a statement. “I have long admired Carhartt’s rich heritage, clarity of purpose and how the brand always puts the consumer first. I look forward to contributing to its enduring legacy and ambitious future.”

More specifically, Carhartt stated Delaney will oversee media planning, brand management, internal and external public relations, digital marketing and marketing analysis. What’s more, the brand said she will be responsible for shaping its image, expanding its customer base and achieving overall business growth and success.

“We are very excited Norma is joining Carhartt, and I have full confidence she will leave a lasting impact on our growing brand,” Hennike said in a statement. “Norma has extensive leadership experience and a proven ability to elevate global brands through creative storytelling and strategic amplification. We look forward to her contributions to reinforce our commitment to serve and protect all hardworking people, while introducing the next generation to durable workwear they can count on to make their own histories.”

Prior to joining Carhartt, Delaney most recently was the chief marketing officer at Southern California-inspired lifestyle apparel brand Johnnie-O. However, her professional experience prior to Johnnie-O included stints at several footwear powerhouses.

For instance, Delaney spent four-plus years at Hoka as its global VP of brand and U.S. marketing, and she held several roles over 11 years at New Balance. At Adidas, from 2003-2006, Delaney was the global senior director of brand marketing for the comfort shoe label it owned, Rockport. Delaney also worked for Prince Tennis Group for more than a year, spent three years at Sperry Top-sider and two years at Keds.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.