Under Armour is reshaping its product leadership as part of a broader turnaround effort, elevating Americas President Kara Trent to chief merchandising officer effective Feb. 2.
Trent brings 24 years of experience across buying, planning, merchandising and regional leadership.
In her new role, she will oversee go-to-market strategy, category management, product architecture, assortment planning and channel segmentation, with a mandate to improve SKU productivity and channel profitability.
Adam Peake, a 16-year Under Armour veteran, will succeed Trent as president of the Americas.
Peake will oversee distribution, omnichannel growth and marketplace strategy across North and South America, and has previously held senior roles spanning sales, marketing, footwear and operations.
At the same time, Chief Product Officer Yassine Saidi will transition to a senior adviser role. Under Armour credited Saidi with playing a “pivotal role” in modernizing the brand’s design language, while emphasizing the need for continued evolution.
He will remain involved in shaping the brand’s long-term design direction.
“Our transformation is gaining momentum as we take deliberate actions to sharpen our focus, strengthen our operational rigor, and elevate how we serve athletes,” CEO Kevin Plank said in a statement.
“These moves bring clarity, cohesion, and energy to the work ahead.”
The leadership changes follow a restructuring announced late last year, which included cutting ties with star athlete Steph Curry.
Under Armour continues to face financial pressure, with revenue down 5% in its most recent quarter, including an 8% decline in North America, and a net loss of $18.8 million.
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Central to the company’s turnaround strategy is repositioning the brand more firmly in the premium segment. That effort has included reducing discounting, eliminating roughly 25% of SKUs and introducing higher-end products.
Saidi, who joined in early 2024, was closely involved in these initiatives following the appointment of John Varvatos as chief design officer.
Plank said on the company’s November earnings call that product changes are beginning to restore confidence among wholesale partners.
“We’re seeing positive momentum with many of these accounts in some of our core programs as we continue to sharpen our focus on stronger partnerships, more targeted assortments, elevated merchandising and a premium retail brand experience,” he said.
Additional leadership changes are expected this year, with long-time CFO Dave Bergman set to step down and Samsonite executive Reza Taleghani scheduled to assume the role next month.
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