Companies

Under Armour appoints former adidas veteran as Vice President of Brand Strategy

Aug 19, 2024 United States

The Baltimore-based company has appointed Eric Liedtke as Executive Vice President of Brand Strategy, following the acquisition of UNLESS Collective, a zero-plastic regenerative fashion brand he founded

After a 26-year career at adidas, culminating in his role as Brand President from 2014 to 2019, Liedtke and other executives from adidas, Quicksilver and R/GA set out in 2020 to create UNLESS, a zero-plastic regenerative fashion brand. Under Armour has now acquired the brand and appointed Eric Liedtke as the company’s executive vice president of brand strategy.

As vice president of brand stragegy, he will be responsible for strengthening Under Armour’s global brand identity and storytelling, leading the company’s comprehensive strategic planning process and execution of transformational initiatives that can accelerate growth, while continuing to lead and curate UNLESS. He will report to President & CEO Kevin Plank.

“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”, commented Under Armour President & Chief Executive Officer Kevin Plank.

Image Credits: about.underarmour.com

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