#United States #Baltimore #Under Armour #Kara Trent #Adam Peake

Under Armour Announcements: A New Era of Leadership

On January 15, 2026, Under Armour, Inc. (NYSE: UAA) unveiled significant changes in its senior management team to bolster its transformation efforts across global operations. Effective February 2, these strategic moves aim to refine execution, enhance operational discipline, and unify leadership across product lines, branding, and market strategies, all with the goal of fostering sustainable growth and improving the company’s financial outlook.

Kevin Plank, the company’s President and Chief Executive Officer, expressed his enthusiasm about the new direction. He noted, "Our transformation is gaining momentum as we take deliberate actions to sharpen our focus, strengthen our operational rigor, and elevate how we serve athletes. These moves bring clarity, cohesion, and energy to the work ahead. I’m confident in the leadership we're putting in place and inspired by the path we’re building together.”

Key Leadership Appointments

One of the most critical appointments is that of Kara Trent, who will assume the role of Chief Merchandising Officer. With 24 years of comprehensive industry experience encompassing buying, planning, and merchandising, Trent will spearhead category management and go-to-market strategies. Her focus will be on optimizing revenue and margins by aligning consumer demand with strategic product investments. Having previously served as the President of the Americas, she established herself as a driver of profitable growth and marketplace discipline, now shifting her expertise to oversee product line architecture and channel profitability.

Additionally, Adam Peake has been named President of the Americas. With a solid history of over 25 years in leadership roles, including 16 years with Under Armour, Peake is well-equipped to advance the company’s business landscape in North and South America. His responsibilities will include guiding marketplace strategies, distribution methodologies, and omni-channel expansion. His deep institutional knowledge and cross-functional experience will be key to fortifying brand relevance and generating substantial outcomes at scale.

To further enhance the creative direction of Under Armour, Yassine Saidi will transition to a Senior Advisor role focused on design and creative continuity. Saidi has been instrumental in evolving the company’s design language and performance expression since joining Under Armour in 2024. This new position will allow him to continue challenging existing norms while ensuring the brand's long-term design voice remains cohesive yet adaptable.

Looking Ahead

Through these leadership adjustments, Under Armour aspires to sharpen its operational strategies and reinforce its position as a frontrunner within the competitive athletic performance market. The emphasis on aligning leadership across various fronts ensures a rounded approach towards achieving excellence in product offerings and consumer engagement. Engage with Under Armour as they redefine their branding and marketplace strategies to resonate with athletes and customers alike.

In conclusion, these restructured leadership roles are expected to propel Under Armour forward as it navigates the complexities of today’s market dynamics. Armed with a collaborative leadership framework, the brand is set to accelerate its transformation, with a keen focus on delivering sustainable growth and enhanced performance across its entire portfolio.

For more insights into Under Armour’s innovative products aimed at empowering human performance, visit their official site here.