Skip to Content Appoints Vice President of Owned Brands

rygr May 10, 2021

The outdoor retailer welcomes former Nike executive Lynsey Lambert to lead strategy and growth for owned brands

Lynsey Lambert is Backcountry’s new vice president of owned brands. (Photo provided by Backcountry)

Lynsey Lambert is Backcountry’s new vice president of owned brands. (Photo provided by Backcountry)

PARK CITY, Utah (May 10, 2021) — Backcountry, the premier specialty retailer of outdoor gear, announces the hiring of Lynsey Lambert as VP of owned brands, effective today. Lambert brings 20 years of experience in product, retail and merchandising, and most recently joins Backcountry from Nike where she spent 12 years in various merchandising leadership roles. Lambert’s hiring demonstrates Backcountry’s investment in fueling its owned brands, which include Backcountry Gear & Apparel, Stoic and Basin + Range.

During Lambert’s time at Nike, she led a number of large global brand merchandising initiatives across various product categories in both footwear and apparel. Lambert excels in transforming consumer insights and trends into actionable strategies to build and grow brands. Prior to Nike, Lambert led merchandising, design and development teams across both men’s and women’s categories for Abercrombie & Fitch Co.

“It is a dream come true to have the opportunity to work with and learn from such a collective of talent, in a place so passionate about the outdoors and adventure,” says Lynsey Lambert, VP of owned brands. “Having the chance to create something that matters to people, that serves people, that gets people re-connected to the outdoors and something bigger than themselves is really special.”

A people-first leader, Lambert is passionate about bringing new insight to leadership and inspiring people to their full potential. She spent the last seven years co-chairing a women’s employee development group at Nike, demonstrating her strong belief in the value of motivating people to believe in themselves and each other. As Backcountry continues to expand its owned brands, the retailer is eager to leverage Lambert’s proven expertise in the active and outdoor space.

“I could not be more thrilled for Lynsey to join Backcountry. Her demonstrated success in data-driven insights, marketing, product creation, merchandising and direct retail will be a huge asset to Backcountry,” says Backcountry chief product officer, Michael Tressler. “Lynsey’s leadership and strength in building brands and teams, paired with her unique point of view on the outdoor and active markets will allow us to accelerate growth across our suite of brands. Lynsey will strengthen our approach to creating compelling gear and apparel centered around performance and style that serve our customer’s needs pre, during, and post their outdoor adventures.”

For more details and interview opportunities, please reach out to Katie Hostetler (


About Backcountry

From the one-on-one expertise of our Gearheads to our epic selection of the best in both style and performance, Backcountry has been a leading outdoor retailer since 1996. Dialing in your gear closet, exploring your backcountry, recharging with après—Backcountry elevates the entire outdoor experience. In 2018, Backcountry began building its own Gearhead-inspired products; the fast-growing Built By Backcountry ski, MTB, climb, hike, fly fish, and après lines include collabs with brands like GORE-TEX Technology, Burton, and Simms. Seek it, find it, send it—the Goat takes you further.

Contact: Katie Hostetler
970-924-0704 ext: 2108