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Eric Liedtke Joins Under Armour as EVP of Brand Strategy
Slice of Retail Team
August 08, 2024
Key Highlights:
Eric Liedtke appointed EVP of Brand Strategy at Under Armour.
Under Armour completes acquisition of UNLESS Collective, a zero-plastic regenerative fashion brand.
Liedtke brings extensive experience from adidas, boosting Under Armour's brand strategy and growth.
Eric Liedtke to lead Under Armour's brand identity, strategic planning, and consumer engagement.
Liedtke will report directly to President & CEO Kevin Plank.
Source (PR Newswire)
Notable Quotes:
"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."
"I see tremendous opportunity to elevate the brand, enable deeper loyalty, and drive growth among new and existing consumers. I am excited to work with a visionary founder in Kevin and the executive leadership team to redefine and amplify the UA story and deliver an improved trajectory of growth over the long term."
Our Take:
The appointment of Eric Liedtke as Executive Vice President of Brand Strategy at Under Armour marks a significant strategic move for the company. Liedtke's extensive background with adidas, where he spearheaded major brand initiatives and drove significant revenue growth, positions him as an ideal leader to enhance Under Armour's market presence. The acquisition of UNLESS Collective aligns with Under Armour's commitment to sustainability and innovation, reinforcing its dedication to advancing eco-friendly practices in the athletic apparel industry. With Liedtke's expertise in brand storytelling and consumer engagement, Under Armour is poised to strengthen its brand identity and accelerate growth in the competitive sportswear market.