Under Armour Appoints Former Adidas Executive to Boost EMEA Sales

US sportswear brand Under Armour has appointed Franck Denglos as its new vice president of commercial for Europe, the Middle East and Africa (EMEA). Denglos joins Under Armour with 25 years of experience in the sports, lifestyle, and fashion industries. His career includes over 25 years at German sportswear giant adidas, where he most recently served as president of the brand in Italy.

Denglos' Role and Responsibilities

In his new role, Denglos will oversee all sales channels across the EMEA region, including wholesale, distributors, ecommerce, and retail. His primary focus will be on accelerating growth and expanding Under Armour’s presence in the region. Denglos will be based out of the organisation’s Amsterdam office.

Under Armour's Recent Moves

Denglos becomes the latest senior appointment at Under Armour after the brand recently hired Yassine Saidi as chief product officer and Eric Liedtke as executive vice president of brand strategy. These appointments reflect Under Armour's commitment to strengthening its leadership team and driving growth across key markets.

Recent Financial Performance

However, it was revealed in May that Under Armour will cut jobs after posting a 3% drop in revenue in its financial results for the 2024 fiscal year (which ended March 31, 2024). The company’s global revenue fell to $5.7 billion across the year, most noticeably in its primary market of North America, where income decreased 8% to $3.5 billion, offsetting an 8% increase in international revenue, which grew to $2.2 billion. This signals a need for the company to make strategic adjustments to remain competitive in the global sportswear market.

Leadership Changes and Future Outlook

Under Armour's founder Kevin Plank returned as chief executive on April 1, succeeding Stephanie Linnartz after she stepped down, following further changes to the executive team in mid-2023 to attempt to drive profits. The appointment of Denglos, along with other key leaders, reflects Under Armour's focus on revitalizing its growth strategy and achieving profitability in the coming years. With Denglos' extensive experience in the sports industry, particularly at adidas, Under Armour aims to leverage his expertise to expand its market share and strengthen its position in the EMEA region.

Under Armour's Strategy in EMEA

Under Armour's focus on EMEA aligns with a growing trend in the global sportswear industry. The region has seen significant growth in recent years, driven by factors such as rising disposable incomes, a growing middle class, and an increased focus on fitness and health. By expanding its presence in EMEA, Under Armour seeks to tap into this market and capture a share of the growing demand for sportswear products. Denglos' expertise in navigating the complexities of the European market will be crucial for Under Armour's success in this region.

Conclusion: A Strategic Move for Under Armour

The appointment of Franck Denglos as vice president of commercial for EMEA represents a significant strategic move for Under Armour. His extensive experience in the sports industry, coupled with his proven track record of success, positions him to play a key role in driving Under Armour's growth in the region. Denglos' focus on accelerating growth and expanding Under Armour's presence in EMEA reflects the company's commitment to achieving profitability and regaining its position as a leader in the global sportswear market.