Noreen Naroo-Pucci, Merrell’s new chief product officer, will transform the hiking and footwear brand into a lifestyle brand.

“Merrell’s strategic move into the lifestyle segment caters to the growing demand for versatile footwear that seamlessly transitions from outdoor adventures to everyday urban life,” reads the news release by parent company Wolverine Worldwide. “The brand is tapping into a trend where consumers seek products that support an active, outdoor-inspired lifestyle, even in their daily routines.”

Naroo-Pucci brings three decades of experience to the role. She was previously the chief product officer at Mizzen + Main, a menswear brand that uses performance fabrics. Before that she was the senior vice president of design, menswear, at Calvin Klein, and had spent 11 years at Under Armour as senior creative director and vice president of global design engine.

“Merrell is a brand that understands the evolving outdoor space and is dedicated to building strong, purposeful footwear, and I am thrilled to work with the talented team to create innovative products to empower our consumers,” said Naroo-Pucci in a statement.

She also worked as a consultant for Merrell from September to December. The brand returned to growth and gained market share in its latest quarterly earnings results.

“We’re excited to have Noreen join us,” said Merrell Global Brand President Janice Tennant in a statement. “From her depth of experience working globally across great brands, her passion for innovation and elevating design and a commitment to building high performing teams, she is going to help us continue to modernize the brand in order to attract the next generation of outdoor consumers.”

Naroo-Pucci has also taught at MICA at John Hopkins University, The New School at Parsons School of Design, and the Fashion Institute of Technology. She also served on two design boards in Baltimore.

“I’m eager to bring my passion for product to Merrell as I lead with vision and integrity as we bring style and functionality in everyday urban settings,” Naroo-Pucci said.