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Under Armour has announced a series of senior leadership changes aimed at accelerating its transformation and strengthening execution across product, brand and go-to-market operations.
Kara Trent has been appointed chief merchandising officer, a newly defined role that will oversee category management and go-to-market activity across the company’s product portfolio.
She will be responsible for product line architecture, assortment planning and channel segmentation, with a focus on improving revenue, margins and SKU productivity.
Trent most recently served as president, Americas, Under Armour’s largest region. She previously held the role of managing director for EMEA and has more than 20 years’ experience in buying, planning and merchandising.
Meanwhile, Adam Peake has been appointed president, Americas, taking over responsibility for Under Armour’s business across North and South America. He will oversee marketplace strategy, distribution and omni-channel growth in the region.
Peake has spent 16 years at Under Armour and brings more than 25 years’ industry experience, having held senior roles across US sales, global marketing, footwear and sports category leadership.
Separately, Yassine Saidi will move into a senior adviser role focused on design expression and creative continuity. Saidi joined Under Armour in 2024 and has been involved in evolving the brand’s design language and visual identity.
Under Armour said Saidi would continue to support the business by advising on long-term design direction as the company enters its next phase of development.
According to the US sportswear group, the changes, which take effect on 2 February, are designed to reinforce operational discipline and align leadership under a unified operating model as it seeks to improve performance and return to sustainable growth.
Kevin Plank, president and chief executive of Under Armour, said: “These moves bring clarity, cohesion, and energy to the work ahead. I’m confident in the leadership we’re putting in place as we sharpen our focus and strengthen our operational rigour.”
