Under Armour appoints new Chief Product Officer and Chief of Americas Operations
Casual Chat:
Hey there! Guess what? Under Armour's got some new blood coming in! They've brought on a new Chief Product Officer and the President of the Americas region. Exciting times!
Yassine Saidi, with nearly two decades under his belt at brands like Adidas and Puma, will step into the Chief Product Officer role starting January 29th. You might recall their former Chief Product Officer, Lisa Collier, bailed in August.
On the other hand, Kara Trent, who's been managing the EMEA region for Under Armour, is taking over the Americas role. David Baxter, who's currently occupying that position, will be out by February 16th. Both Trent and Saidi will report directly to Stephanie Linnartz, the CEO.
Under Armour's seen quite the shake-up in leadership since Linnartz took over as CEO over a year ago. Key positions like the COO, Colin Browne, stepped in as interim CEO but bounced this fall. The Americas role has been particularly tricky, with a string of executives trying their hand at it in the past years. Baxter won't be sticking around for much longer. His tenure was under a year and a half. His predecessor, Stephanie Pugliese, had about three years in the role.
Trent, however, is an eight-year Under Armour veteran who's driven double-digit revenue growth during her time overseas. The company credits her with creating a performance-focused culture and improving the brand's international presence.
In the most recent quarter, North American revenue slid 2% to $991 million. That’s a significant chunk as the region accounts for 63% of Under Armour’s revenue. The region's revenue for fiscal year 2023 was only 0.6% up year over year.
The new appointment of Saidi signals a change in Under Armour’s product strategy. They’ve been shifting towards athleisure offerings rather than their traditional performance-based angle. They've appointed John Varvatos as their Chief Design Officer, and brought in fresh designers to improve footwear, women's, and sportstyle.
Saidi’s joining Under Armour from Agency Y, but he's spent about 17 years at rival sportswear brands Adidas and Puma. He's excited about the new adventure and sees "massive opportunity" to grow the business beyond the field.
Linnartz is thrilled about the new additions, "Yassine and Kara's demonstrated leadership and expertise will further strengthen our brand. We're excited to push forward with our growth strategies, focusing on innovation, design, and demand."
Recent leadership additions at Under Armour also include a few notable names like Dawn N. Fitzpatrick and Eugene D. Smith on the board, and Robert J. Sweeney joining the board as well. Matt Dornic was hired as the Chief Communications Officer. These changes are all part of Under Armour's quest to stay relevant and competitive in the sportswear market!
- Under Armour's CEO, Stephanie Linnartz, expects the new Chief Product Officer, Yassine Saidi, to bring fresh ideas and enhance the brand's business.
- Yassine Saidi, previously from Agency Y and with experience at Adidas and Puma, aims to grow Under Armour's business beyond the sports field.
- The new Chief Product Officer, Yassine Saidi, will drive a change in Under Armour’s product strategy, shifting towards athleisure offerings.
- Kara Trent, an eight-year Under Armour veteran, will report to Stephanie Linnartz as the President of the Americas region.
- Trent's demonstrated leadership and expertise in driving double-digit revenue growth and improving Under Armour's international presence are assets for the company.
- Under Armour's recent updates in leadership may include a focus on technology, as they've appointed John Varvatos as their Chief Design Officer and brought in fresh designers to improve footwear, women's, and sportstyle.
- The new appointments and changes in Under Armour's executive team are part of their efforts to stay relevant and competitive in the culture of the sports and lifestyle industry.
- In 2022, Under Armour is expected to maintain consistency in their financial strategies, focusing on innovation, design, and demand.
