Fresh Take: Under Armour's New Directions and Leadership Shifts
Under Armour appoints a new Chief Product Officer and leader for the Americas region.
Almost a year into CEO Stephanie Linnartz's reign, Under Armour is stepping up its game with fresh faces in key positions. On a cold Friday, the company announced its latest moves: Yassine Saidi as its new Chief Product Officer and President of the Americas, and Kara Trent taking over as leader of the Americas from David Baxter, who'soutta here in mid-February.
Saidi, a seasoned pro with nearly 20 years under his belt at brands like Adidas and Puma, is jumping on board come Jan. 29. This follows Lisa Collier's departure from the Chief Product Officer role back in August, during a wave of leadership changes. Trent, an eight-year veteran with Under Armour, will step into the task of leading the Americas. Both Trent and Saidi will report directly to Linnartz.
It's no secret that Under Armour has been shaking things up at the top since Linnartz took the throne last year. Among the sweeteners that bolted include Chief Operating Officer Colin Browne, who filled in as interim CEO when Patrik Frisk stepped aside, but departed this fall. The leadership of the Americas has been quite the ping-pong ball, with a string of execs whacking it back and forth for years. Baxter, who's on his way out next month, only managed to last a smidge over a year and a half in the role. His predecessor, Stephanie Pugliese, bailed after about three years.
In Trent, the retailer's found a stalwart who raked in double-digit revenue growth during her tenure leading the EMEA region. Under Armour attributes her success to building a "performance-based culture focused on accountability, consistency, and execution," and boosting the brand's international presence through smart product segmentation and savvy marketing strategies.
The Americas region is Under Armour's bread and butter, accounting for a whopping 63% of its revenue in the second quarter. In the company's most recent quarter, revenue in North America dipped 2%. For Under Armour's fiscal year 2023, which wrapped up in March 2022, revenue in North America inched down 0.6% year over year.
Saidi's arrival signals a new twist in Under Armour's product strategy, which has evolved to put a greater emphasis on athleisure offerings. The company has been busy revamping its product lineup, hiring John Varvatos as chief design officer in September and bringing in fresh faces to beef up offerings in footwear, women's, and sportstyle.
Saidi leaves behind his passion project, Agency Y, which he founded in 2018. But don't worry — he spent more than 17 years spinning tires at sportswear rivals Adidas and Puma before diving into the startup world. In a heartfelt LinkedIn post, Saidi thanked Linnartz "for your trust" and expressed excitement about the massive opportunity to push Under Armour's business off the field.
According to Linnartz, "Yassine and Kara's demonstrated records of leadership and expertise will further strengthen our ability to build an even more powerful brand. We're gunning for groundbreaking innovation and design that drive demand for the brand."
It appears Under Armour is returning to its roots, nurturing its focus on pushing the envelope of performance gear, embracing cost-efficiency, and expanding into the realm of athleisure. With these two new additions to the team, we'll be keeping a keen eye on the company's future moves. Buckle up, folks—it's gonna be a wild ride!
Insights:
Under Armour's new product strategy, under the leadership of Yassine Saidi, emphasizes athleisure offerings and innovation, veering away from its previous performance-based angle. The company is also focusing on cost efficiency and boosting its presence in North America. Its new leadership appointments are driven by a need to strengthen its brand and build a team that can deliver on these strategic goals. The retailer is using data-driven strategies to improve its product segmentation and marketing, and Under Armour's continued commitment to high-performance sports apparel is evident in its recent product lineups. Kevin Plank's return to the company as an advisor is another indication of Under Armour refocusing on its core values and strengths.
- Under Armour, under the leadership of CEO Stephanie Linnartz, is aiming for more consistency and execution in its culture, as demonstrated by its latest moves.
- Yassine Saidi, a technology and sports industry veteran with over 20 years of experience, will join Under Armour as Chief Product Officer and President of the Americas on January 29, 2022.
- Kara Trent, an Under Armour veteran of eight years, will take over the leadership of the Americas region, focusing on boosting the brand's presence and performance.
- Saidi's arrival at Under Armour marks a shift in the company's product strategy towards athleisure offerings and innovation, guided by the aim for groundbreaking design that drives demand.
- Under Armour is also focusing on expanding its presence in North America and delivering cost-efficient solutions alongside its high-performance sports apparel.
- Linnartz announced that Saidi and Trent's appointments will further strengthen the company's brand, stating that their proven records of leadership and expertise will drive ground-breaking innovation and design.
- During her tenure leading the EMEA region, Trent managed to achieve double-digit revenue growth by building a performance-based culture focused on accountability, consistency, and execution.
- Under Armour is set to return to its roots, nurturing its focus on performance gear, embracing cost-efficiency, and expanding into the realm of athleisure.
- The company recently hired John Varvatos as chief design officer and brought in fresh faces to beef up offerings in footwear, women's, and sportstyle, signaling a new direction in its product lineup.
