Columbia Sportswear has appointed Francesca Busetto to be the company’s new Italian country manager, replacing Luciano Baroncini. The 39-year-old executive has spent the last 15 years in the sporting goods industry in Italy, working for Diadora, The North Face, Salomon and Vuarnet, among other brands. She is joining at a happy time for the brand as its Team Columbia-Highroad has won the leadership in the first few stages of Giro d’Italia, the highly publicized national bike race.
