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Under Armour with strategic changes

Dec 7, 2017 / United States
Under Armour with strategic changes
The Baltimore-based sportswear group announced the new CFO and a series of changes impacting its digital business while it continues to align its digital business against the company's long-term growth objectives
Paul Fipps, Chief Technology Officer stated: "As part of the restructuring we initiated this summer that integrates technology across our core business—connected fitness digital product, digital engineering and digital media— will now all report directly to me. This integration significantly enhances our ability to engage consumers with elevated experiences, premium products and personalized services."


David Bergman named Chief Financial Officer

Under Armour announced that David Bergman has been named Chief Financial Officer (CFO). Bergman has served as acting CFO since February 2017. Bergman reports to Kevin Plank and has responsibility for accounting, finance, internal audit and insurance, investor relations, tax and treasury. Bergman joined Under Armour in 2004 and has held several senior management roles within the company's finance and accounting organization, including Corporate Controller and most recently Senior Vice President, Corporate Finance.


Michael La Guardia Senior Vice President, Digital Product

Within the new digital product, engineering and media structure, the company announced that Michael La Guardia will join as Senior Vice President, Digital Product. Reporting to Fipps, La Guardia will have responsibility for leading the strategy for all digital product development working cross-functionally with executive management, category leadership, marketing, creative/design, development and external partners to manage the successful creation and execution of Under Armour's digital products. He will be based out of Under Armour's San Francisco office and will start on the 8th of January 2018.

Mike Lee and Albert Lee, MyFitnessPal Co-Founders leaving the company

After years of post-acquisition leadership, Mike Lee and Albert Lee, the co-founders of MyFitnessPal, announced their decision to leave the company in January to pursue their next entrepreneurial ventures.
Fipps commented: "We're appreciative of the nearly three years that Mike and Al have fully and generously served at Under Armour following the acquisition in early 2015. During this time, their leadership, partnership and vision have made a significant contribution to ensuring that Under Armour's digital business is in the best position for success."

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