Troy Sicotte grew up in Portland, OR to become someone who lives as a musician, aspiring foodie, automotive fanatic, outdoor enthusiast, and brand builder. Growing up in a bi-racial household gave him a deep interest in the concept of the “melting pot” that is the United States and the ensuing struggles that surface as a result. This led him to study Ethnic Studies at University of Oregon resulting in a strong interest and comfort in DEI matters – something that’s more relevant today than ever before.
His passion for the outdoor industry began as a runner as a teenager where he was exposed to the benefits of performance-engineered footwear and apparel and how better engineering always resulted in improved performance along with a more pleasant user experience.
Currently the President and Global GM of Mountain Hardwear, Sicotte is known as a pioneering, energetic and “people first” modern leader with a strong track record for growing brands profitably. Key to this success has been harnessing his ability at building amazing teams and striving to create industry-leading partnerships. His passion for people led him to serve as a Mentor for The Futurist Project which helps grow and define the next generation of industry leaders.
Sicotte has significant non-profit experience, serving on the board of directors for Leadership Audi Club North America for 8 years: 6 on the chapter level, 2 on the national Executive Committee and 1 as President. In this time, he helped lead a transformation that returned the organization to a positive balance sheet while addressing the shift in value prop and membership demographic to a more modern consumer.
From his first job as a cashier at a sporting goods store to meaningful roles at Birkenstock, The North Face 034Motorsport and Mountain Hardwear, Sicotte has chosen to work for brands he passionately believes in. For over two decades, Sicotte has served the outdoor industry covering footwear, equipment, and apparel in companies of varying size and distribution strategies. This experience took him from field rep to leading one of the most iconic brands in the industry with scope covering account and regional management to global general management. Throughout his career, Sicotte maintained an ethical ethos in growing brands by building on pull market strategies and empowering people. He looks forward to applying his energy and experience into OIA at this critical time when the association’s value proposition aims to get redefined and amplified.