Under Armour Unveils Leadership Changes to Accelerate Transformation
Under Armour, Inc. announced a strategic update to its executive leadership aimed at accelerating the company’s global transformation. The moves are designed to strengthen execution, deepen consumer connections, and position the brand for sustainable growth across key regions and product lines. The company highlighted a focus on merchandising excellence, regional leadership, and cross-functional alignment as central to delivering on its longer-term plan.
New Chief Merchandising Officer: Kara Trent
Kara Trent has been appointed Chief Merchandising Officer, a role that places merchandising strategy at the forefront of Under Armour’s go-to-market approach. In this capacity, Trent will oversee product assortment, consumer insights, and category leadership across all global markets. The company notes that her appointment reflects a renewed emphasis on building product families that resonate with athletes and consumers alike, while also improving speed-to-market and pipeline discipline.
Trent brings a track record of driving category performance and consumer-centric product development. Her responsibilities will span designing more cohesive seasonal plans, optimizing product architecture, and elevating the brand’s storytelling through differentiated product experiences. Industry observers expect a stronger alignment between merchandising, design, and marketing to elevate new launches and seasonal messaging.
New President, Americas: Adam Peake
Adam Peake has been named President, Americas, charged with leading Under Armour’s North and South American business units. In this role, Peake will oversee sales, marketing, and commercial operations across the Americas, guiding how the brand engages with retailers, team athletes, and direct-to-consumer channels. The appointment underscores the company’s emphasis on regional leadership and operational excellence within its largest growth engine.
Peake’s appointment is expected to accelerate the execution of regional growth strategies, including improved channel mix, enhanced consumer engagement, and strengthened wholesale and specialty partnerships. His leadership is anticipated to foster better alignment between regional priorities and global initiatives, ensuring that the Americas contribute meaningfully to profitability and market share gains.
What the Changes Signal for Under Armour
Together, the leadership changes signal a deliberate shift toward a more disciplined, execution-focused organization. By elevating a chief merchandising officer and a regional president, Under Armour aims to shorten decision cycles, optimize the product portfolio, and leverage regional insights to inform global strategy. The moves also reflect a broader effort to streamline operations while maintaining the brand’s commitment to performance, innovation, and consumer relevance.
Industry experts view these changes as a critical step in a broader transformation plan that seeks to balance product excellence with sustainable growth. As the company continues to refine its direct-to-consumer and international strategies, enhanced leadership in merchandising and regional markets is expected to improve assortment, pricing, and customer experience across channels.
Looking Ahead: Execution and Accountability
The company noted that both appointments are effective immediately, with a clear mandate to deliver measurable progress against its transformation goals. Leadership and the board anticipate stronger collaboration across product, marketing, and distribution, driving a more cohesive brand experience for athletes and everyday consumers.
Under Armour remains focused on returning to sustainable growth while maintaining its competitive edge through innovation, quality, and performance. The leadership shifts are a signal that the company intends to translate strategy into tangible results, supporting a path toward improved profitability and renewed consumer trust.
About Under Armour
Under Armour, Inc. is a leading developer, marketer, and distributor of branded athletic apparel, footwear, and accessories. The company continues to pursue product leadership, a resilient brand ecosystem, and responsible growth in a dynamic global market.
