Under Armour Names Kara Trent Chief Merchandising Officer

Under Armour is shaking up its C-suite.

On Thursday, the Baltimore-based institution named Kara Trent main merchandising serviceman and said that Yassine Saidi, main merchandise officer, volition modulation to go a elder advisor to the company.

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Succeeding Trent arsenic president, Americas, her erstwhile position, volition beryllium Adam Peake.

The moves, which are effectual Feb. 2, are intended to “accelerate the company’s translation by sharpening execution, reinforcing operational discipline, and aligning product, brand, and go-to-market enactment nether a unified operating exemplary to thrust sustainable maturation and improved fiscal performance,” the institution said.

Trent volition oversee the company’s merchandise line, assortment readying and transmission segmentation. Saidi, who was handpicked by erstwhile Under Armour main enforcement serviceman Stephanie Linnartz, joined the institution with overmuch fanfare successful January 2024 aft a agelong vocation astatine Adidas and Puma. In his caller role, Saidi volition counsel connected “design look and originative continuity,” Under Armour said. Linnartz near the institution successful 2024 aft conscionable a twelvemonth astatine the helm and laminitis Kevin Plank returned to the apical post.

“Our translation is gaining momentum arsenic we instrumentality deliberate actions to sharpen our focus, fortify our operational rigor, and elevate however we service athletes,” said Plank. “These moves bring clarity, cohesion and vigor to the enactment ahead. I’m assured successful the enactment we’re putting successful spot and inspired by the way we’re gathering together.”

Trent, who has been with Under Armour for a decade, besides served arsenic managing manager of Europe, Middle East and Africa for the company. She excessively joined Under Armour from Puma, wherever she had served arsenic elder manager of merchandising, manner apparel and footwear. She besides spent 5 years arsenic a purchaser for Reebok.

Peake has been with UA for 16 years and served astir precocious arsenic a elder vice president of strategy. He volition oversee the company’s concern successful North and South America with work for marketplace strategy, organisation and omnichannel growth.

Under Armour is successful the midst of a reinvention campaign. The once-high-flying marque has been hampered by a bid of challenges that led it to study a nett nonaccomplishment of $18.8 cardinal connected gross of $1.3 cardinal successful the 2nd 4th ended Sept. 30. North American income fell by 8 percent to $792 cardinal successful the period, a diminution the institution attributed to a diminution successful full-price wholesale concern and little e-commerce sales.