Under Armour announced a series of senior leadership changes to further strengthen its global product, brand, and marketplace engines. Kara Trent has been named Chief Merchandising Officer. In this role, Kara will lead category management and go-to-market initiatives, overseeing product line architecture, assortment planning, and channel segmentation to drive end-to-end category performance across the brand's full portfolio. She will drive revenue and margin optimization by aligning consumer demand with product investment, improving SKU productivity, and strengthening marketplace and channel profitability through disciplined execution. Trent most recently served as President, Americas. Adam Peake has been named President, Americas, where he will lead Under Armour's business across North and South America, overseeing marketplace strategy, distribution, and omni-channel growth. He has more than 25 years of leadership experience - including 16 years at Under Armour in senior roles spanning U.S. sales, global marketing, footwear, and sport category leadership. Additionally, as Under Armour enters its next phase, Yassine Saidi will transition to a Senior Advisor role focused on design expression and creative continuity.
Under Armour, Inc. is an inventor, marketer and distributor of branded athletic performance apparel, footwear and accessories for men, women and youth. Its primary business operates in four geographic segments: North America, comprising the United States and Canada, Europe, the Middle East and Africa (EMEA), Asia-Pacific, and Latin America. Its apparel comes in three primary fit types: compression (tight fit), fitted (athletic fit) and loose (relaxed fit). Its footwear includes products for running, training, basketball, cleated sports, recovery and outdoor applications, as well as casual use. Its accessories primarily include athletic performance gloves, bags, headwear and socks. It sells its apparel, footwear and accessories in North America through wholesale and direct-to-consumer channels. It sells its apparel, footwear and accessories in EMEA primarily through wholesale customers and independent distributors, along with e-commerce Websites and brand and factory house stores.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
