Hurley International LLC, the youth-driven surf and skate brand owned by Nike, has a new CEO as of this week: Michael Egeck, an industry veteran with more than 30 years of experience who most recently served as president of True Religion Brand Jeans.

Egeck, 52, began his new post at Costa Mesa, California–based Hurley on Monday and reports to Roger Wyett, president of Nike Inc. Affiliates. “With his wide-ranging experience, his knowledge and his passion for the industry we are confident he will lead Hurley into its next phase of growth,” said Wyett. “He joins a seasoned management team and will work closely with company founder Bob Hurley to continue to drive this iconic brand forward with consumers and athletes worldwide.”

Before joining True Religion in June 2010, Egeck served as president of VF Corp’s Contemporary Coalition and CEO of VF-owned jeanswear brand 7 for All Mankind. He has also served as president of VF Corp’s Outdoor and Action Sports Coalition, which encompasses such brands as Vans, Reef, Jansport and The North Face.