While Creative Recreation formally announced Oerth’s hiring on Thursday, the brand said its new president already helped it to land a partnership with actor and musician Nick Jonas.
Rocky Brands president and CEO David Sharp noted Oerth, who has also previously served in a variety of management positions at Nine West, brings an extensive Rolodex of industry contacts to the brand.
“As we continue to re-establish Creative Recreation as a must-have fashion brand with consumers, Jack brings a depth of industry knowledge and, most importantly, relationships in the retail community to the table,” said Sharp. “He has a clear vision for the brand and is providing valuable leadership, particularly as it relates to our advertising and promotional spend.”
The Jonas partnership, spearheaded by Oerth, will be a critical part of the brand’s efforts to launch its women’s business, according to the company.
“Our brand has maintained a great following among fashionable males,” Oerth said in a statement. “Nick is one of those rare celebrities who really crosses over and appeals to both young men and women. His collection will be a focal point as we seek to build our women’s business and continue to extend our brand into new retail channels.”
The brand said Jonas would be involved with its spring ’16 collection.
Rocky Brands acquired Creative Recreation, founded by Rich Cofinco and Robert Nand, in 2013.