UNDER ARMOUR ANNOUNCES ERIC LIEDTKE AS EXECUTIVE VICE PRESIDENT OF BRAND STRATEGY
Under Armour (NYSE: UA, UAA) has announced the appointment of Eric Liedtke as Executive Vice President of Brand Strategy, following the acquisition of UNLESS COLLECTIVE, INC. Liedtke, a former adidas Group executive with a 26-year career, will join UA after the completion of the UNLESS acquisition later this week. He will be responsible for amplifying Under Armour's brand identity, strategic planning, and executing growth initiatives.
Liedtke's role will include overseeing UA's brand presence through various marketing functions and strategy. His experience in driving exceptional growth in the sports industry is expected to be a significant asset for Under Armour. The move aims to elevate the brand, enable deeper loyalty, and drive growth among new and existing consumers.
Under Armour (NYSE: UA, UAA) ha annunciato la nomina di Eric Liedtke come Vice Presidente Esecutivo della Strategia del Marchio, a seguito dell'acquisizione di UNLESS COLLECTIVE, INC. Liedtke, un ex dirigente del gruppo adidas con una carriera di 26 anni, si unirà a UA al termine dell'acquisizione di UNLESS prevista per la fine di questa settimana. Sarà responsabile di amplificare l'identità del marchio Under Armour, della pianificazione strategica e dell'esecuzione di iniziative di crescita.
Il ruolo di Liedtke includerà la supervisione della presenza del marchio UA attraverso varie funzioni di marketing e strategia. La sua esperienza nel guidare una crescita eccezionale nell'industria sportiva è attesa come un importante patrimonio per Under Armour. Questa mossa mira a elevare il marchio, favorire una maggiore fedeltà e stimolare la crescita tra i consumatori nuovi ed esistenti.
Under Armour (NYSE: UA, UAA) ha anunciado el nombramiento de Eric Liedtke como Vicepresidente Ejecutivo de Estrategia de Marca, tras la adquisición de UNLESS COLLECTIVE, INC. Liedtke, un ex ejecutivo del grupo adidas con una carrera de 26 años, se unirá a UA después de completar la adquisición de UNLESS a finales de esta semana. Será responsable de amplificar la identidad de la marca Under Armour, la planificación estratégica y la ejecución de iniciativas de crecimiento.
El rol de Liedtke incluirá supervisar la presencia de la marca UA a través de diversas funciones de marketing y estrategia. Se espera que su experiencia en impulsar un crecimiento excepcional en la industria del deporte sea un activo significativo para Under Armour. Este movimiento tiene como objetivo elevar la marca, fomentar una mayor lealtad y promover el crecimiento entre los consumidores nuevos y existentes.
언더 아머(뉴욕증권거래소: UA, UAA)는 UNLESS COLLECTIVE, INC. 인수에 따라 에릭 리트케를 브랜드 전략 부사장으로 임명했다고 발표했습니다. 26년 경력의 전 아디다스 그룹 임원인 리트케는 이번 주 후반 UNLESS 인수 완료 후 UA에 합류할 예정입니다. 그는 언더 아머의 브랜드 아이덴티티를 강화하는 것, 전략적 계획, 성장 이니셔티브 실행을 책임질 것입니다.
리트케의 역할은 다양한 마케팅 기능과 전략을 통해 UA의 브랜드 존재감을 감독하는 것입니다. 스포츠 산업에서의 뛰어난 성장 추진 경험은 언더 아머에 중요한 자산이 될 것으로 기대됩니다. 이 조치는 브랜드를 강화하고, 더 깊은 충성도를 만들어내며, 새로운 소비자와 기존 소비자 간의 성장을 촉진하는 것을 목표로 하고 있습니다.
Under Armour (NYSE: UA, UAA) a annoncé la nomination de Eric Liedtke en tant que Vice-Président Exécutif de la Stratégie de Marque, suite à l'acquisition de UNLESS COLLECTIVE, INC. Liedtke, un ancien cadre du groupe adidas avec 26 ans de carrière, rejoindra UA après l'achèvement de l'acquisition de UNLESS plus tard cette semaine. Il sera responsable de l'amplification de l'identité de la marque Under Armour, de la planification stratégique et de l'exécution des initiatives de croissance.
Le rôle de Liedtke inclura la supervision de la présence de la marque UA à travers diverses fonctions marketing et stratégies. Son expérience dans la conduite d'une croissance exceptionnelle dans l'industrie du sport est attendue comme un atout majeur pour Under Armour. Ce mouvement vise à élever la marque, promouvoir une fidélité plus profonde et stimuler la croissance parmi de nouveaux et d'anciens consommateurs.
Under Armour (NYSE: UA, UAA) hat die Ernennung von Eric Liedtke zum Executive Vice President für Markenstrategie bekannt gegeben, im Zuge der Übernahme von UNLESS COLLECTIVE, INC. Liedtke, ein ehemaliger Manager der adidas Group mit 26 Jahren Berufserfahrung, wird UA nach Abschluss der UNLESS-Übernahme später in dieser Woche beitreten. Er wird dafür verantwortlich sein, die Markenidentität von Under Armour zu stärken, strategische Planung durchzuführen und Wachstumsinitiativen umzusetzen.
Zu Liedtkes Aufgaben gehört es, die Markenpräsenz von UA durch verschiedene Marketingfunktionen und Strategien zu überwachen. Seine Erfahrung im Bereich des außergewöhnlichen Wachstums in der Sportindustrie wird als bedeutender Vorteil für Under Armour erwartet. Ziel dieser Maßnahme ist es, die Marke zu erheben, tiefere Loyalität zu ermöglichen und das Wachstum unter neuen und bestehenden Verbrauchern voranzutreiben.
- Acquisition of UNLESS COLLECTIVE, INC, a zero-plastic regenerative fashion brand
- Appointment of Eric Liedtke, an industry veteran with 26 years of experience at adidas Group
- Potential for brand enhancement and growth through Liedtke's expertise in consumer-centric strategies
- Integration of sustainable and innovative approaches from UNLESS into Under Armour's operations
- None.
Insights
This appointment of Eric Liedtke as EVP of Brand Strategy at Under Armour is a strategic move with potential long-term implications. Liedtke's track record at adidas, where he drove
However, integrating UNLESS's zero-plastic approach with UA's existing product lines may present challenges. Investors should watch for:
- Changes in UA's product strategy and sustainability initiatives
- Shifts in marketing approach and brand storytelling
- Potential impact on profit margins due to sustainable materials
While promising, the full impact of this move will take time to materialize, making it a development to monitor closely in the coming quarters.
Liedtke's appointment could be a game-changer for Under Armour in the highly competitive sportswear market. His experience with adidas, particularly in streetwear and sustainability, addresses two critical areas where UA has lagged behind competitors like Nike and adidas. The UNLESS acquisition signals a strong pivot towards sustainability, which could help UA tap into the growing eco-conscious consumer base.
Key points to consider:
- Potential for improved market positioning against key competitors
- Opportunity to strengthen UA's appeal in the lucrative streetwear segment
- Possible boost in brand perception among younger, sustainability-focused consumers
While this move shows promise, investors should remain cautious. UA's ability to execute this strategy effectively and translate it into tangible financial results will be important to watch in the coming years.
Industry Veteran and Former adidas Group Executive Will Join the Company Following the Acquisition of UNLESS COLLECTIVE, INC
After a 26-year career at adidas Group (adidas), culminating in his roles as Brand President and Executive Board Member from 2014 to 2019, Liedtke and industry executives from adidas, Quicksilver, and R/GA set out in 2020 to found UNLESS and pioneer a better way for the industry to prove that plants could replace plastics in the creation of apparel and footwear.
Eric will serve as Executive Vice President of Brand Strategy and be globally accountable for amplifying Under Armour's brand identity and storytelling, its comprehensive strategic planning process, and executing transformational initiatives that accelerate growth for UA while continuing to lead and curate, UNLESS. He will report to President & CEO Kevin Plank and oversee UA's brand presence through category marketing, consumer intelligence, creative, marketing operations, loyalty, social media, sports marketing, and all strategy functions.
"We are thrilled to welcome Eric and the UNLESS team to Under Armour. With Eric's best-in-class history of driving exceptional growth in the branded sports industry and an established reputation as an exceptional leader, his experience will be a tremendous asset in galvanizing Under Armour's brand strategy, refining our operating model, and ensuring that every facet of consumer engagement is moving our brand forward," said Under Armour President & Chief Executive Officer Kevin Plank. "Complementing our strengthened leadership team – Eric is a rare multi-disciplinary professional whose track record of consumer-centric growth will help drive our company's evolution during this unique time. I look forward to working with Eric in this important new role."
"Sports, inspiration, and culture bring people together, and I am honored by the opportunity to contribute to Under Armour's long legacy as an iconic brand that connects across these dimensions," said Under Armour Executive Vice President of Brand Strategy Eric Liedtke. "I see tremendous opportunity to elevate the brand, enable deeper loyalty, and drive growth among new and existing consumers. I am excited to work with a visionary founder in Kevin and the executive leadership team to redefine and amplify the UA story and deliver an improved trajectory of growth over the long term."
Eric Liedtke Background
Before co-founding and becoming Chief Executive Officer of UNLESS in 2020, Eric Liedtke built a storied career at adidas, including senior positions in footwear marketing and executive roles as VP of Brand Marketing, SVP of Sports Performance Brand Marketing and Head of Sports Performance, finishing as Brand President and Executive Board Member. While Brand President, he is credited with orchestrating one of the most significant turnarounds in the company's history through the creation and implementation of a five-year strategic plan that delivered more than
About UNLESS COLLECTIVE, INC
UNLESS COLLECTIVE, INC (UNLESS) is the world's first all-plant, zero-plastic regenerative fashion brand. Inspired by the Pacific Northwest and influenced by the utility and style of skate, outdoor, and cold-water surf, UNLESS creates clothing and apparel built from the elements that can be worn in the elements and safely returned to the elements. UNLESS is a collective of innovators, engineers, artists, and activists collaborating to operate the first regenerative fashion platform – connecting material, design, manufacturing, and composting to use plant-based innovation and production ingenuity to solve for a plastic-free future. Visit https://unlesscollective.com for more information.
About Under Armour, Inc.
Under Armour, Inc., headquartered in
Forward-Looking Statements
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SOURCE Under Armour, Inc.
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