World Footwear


Under Armour appoints Massimo Baratto Chief Consumer Officer

Oct 22, 2021 United States
Under Armour appoints Massimo Baratto Chief Consumer Officer
The Baltimore-based company has announced the appointment of Massimo Baratto to the position of Executive Vice President, Chief Consumer Officer
Since joining Under Armour in 2018, Mr. Baratto has served as Managing Director of the company's Europe, Middle East and Africa (EMEA) region. Effective from the 1st of November, this newly created role will oversee all aspects of Under Armour's consumer strategy, delivering a seamless, consistent brand experience with responsibility for global marketing, eCommerce and retail.

"Today's announcement underscores our commitment to delivering an ecosystem capable of deepening our connection with focused performers, inspiring them wherever and whenever they choose to engage our brand. Massimo's global leadership skills, digital expertise, and significant experience building brands through understanding consumer behaviour will be a great enabler in strengthening our ability to innovate and enhance our position as one of the world's preeminent athletic performance brands", commented Under Armour President and Chief Executive Officer Patrik Frisk.

In conjunction with this announcement, Kara Trent, a 7-year Under Armour veteran, will succeed Massimo as the company's Senior Vice President/General Manager of EMEA. Trent has served in multiple roles in the company's North American business and most recently has led the merchandising and planning functions for the EMEA region.

Additionally, the company announced that Alessandro de Pestel, who has served as Under Armour's Chief Marketing Officer since 2018, plans to leave earlier next year to pursue other opportunities.

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