Under Armor appoints Massimo Baratto as Chief Consumer Officer


Under Armor, Inc. (NYSE: UA, UAA) today announced the appointment of Massimo Baratto as Executive Vice President, Chief Consumer Officer. Since joining Under Armor in 2018, Baratto has served as Managing Director of the company’s Europe, Middle East & Africa (EMEA) region. Effective November 1, this newly created role will oversee all aspects of Under Armor’s consumer strategy, delivering a seamless brand experience that is consistent with responsibility for Global Marketing, Ecommerce and Retail.

“Today’s announcement underscores our commitment to providing an ecosystem capable of deepening our connection with targeted artists, inspiring them where and when they choose to engage our brand,” said the President and Chief Executive Officer. director of Under Armor, Patrik Frisk. “Massimo’s global leadership skills, digital expertise and significant experience building brands through understanding consumer behavior will be a tremendous catalyst to strengthen our ability to innovate and improve our position as one. of the world’s most important athletic performance brands. “

Prior to Under Armor, Baratto was Managing Director of the Oberalp Group. During his 18-year career at Oberalp, he has been credited with significant growth of the Salewa, Dynafit, Wild Country and Pomoca brands, helping the company to become one of the most distinguished international brands in the industry. mountain sports.

Along with the announcement, Kara Trent, a 7-year Under Armor veteran, will succeed Massimo as the company’s senior vice president / general manager for the EMEA region. Trent has held several positions in the company’s North American operations and most recently led the merchandising and planning functions for the EMEA region. Prior to Under Armor, she held various merchandising, planning and purchasing roles at PUMA and Reebok.

Additionally, the company announced that Alessandro de Pestel, who had served as Chief Marketing Officer for Under Armor since 2018, plans to leave in February 2022 to pursue other opportunities. Frisk added, “We appreciate the disciplined approach and consistency Alessandro has brought on our transformation journey. By helping us develop a holistic consumer-centric strategy and dramatically increasing our reach to targeted artists, Under Armor’s global brand awareness is increasing.

About Under Armor, Inc.

Under Armor, Inc., headquartered in Baltimore, Maryland, is a leading inventor, distributor, and distributor of branded athletic apparel, footwear and accessories. Designed to enhance human performance, Under Armor’s innovative products and experiences are designed to improve athletes. For more information, please visit http://about.underarmour.com.

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