Under Armour announced it is reshuffling senior leadership roles as part of a broader effort to tighten execution, reinforce operational discipline, and align product, brand, and go-to-market leadership under a unified operating model aimed at driving sustainable growth and improved financial performance.
Effective Feb. 2, the company will elevate Kara Trent to Chief Merchandising Officer, appoint Adam Peake as President, Americas, and transition Yassine Saidi to a Senior Advisor position focused on design expression and creative continuity.
In her new role, Trent will lead category management and go-to-market initiatives, overseeing product line architecture, assortment planning, and channel segmentation across Under Armour’s portfolio. The company said she will focus on revenue and margin optimization by aligning consumer demand with product investment, improving SKU productivity, and strengthening marketplace and channel profitability through more disciplined execution.
Trent brings 24 years of experience spanning buying, planning, merchandising, and regional leadership. Most recently, she served as President, Americas, overseeing Under Armour’s largest region with a focus on profitable growth, marketplace discipline, and omni-channel performance. Prior to that, she was Managing Director for EMEA, where the company said she delivered sustained growth and premium distribution while reinforcing alignment across brand, product, and marketplace.
Peake, who will succeed Trent as President, Americas, will lead Under Armour’s business across North and South America, overseeing marketplace strategy, distribution, and omni-channel growth. The company said Peake brings more than 25 years of leadership experience, including 16 years at Under Armour across senior roles in U.S. sales, global marketing, footwear, and sport category leadership. Under Armour said his cross-functional background positions him to integrate product, marketing, and marketplace strategies to strengthen brand relevance and deliver results at scale.
Separately, Saidi will shift into a Senior Advisor role centered on design expression and creative continuity. Under Armour said Saidi, who joined in 2024, helped evolve the brand’s design language and elevate performance expression across products and platforms, and will continue to support long-term design direction while enabling ongoing evolution.
KEY QUOTE:
“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.”
Kevin Plank, President And Chief Executive Officer, Under Armour
