Maryland, United States – Under Armour has announced a series of senior executive leadership changes, naming Kara Trent as chief merchandising officer and Adam Peake as president, Americas, as the company accelerates its transformation and sharpens execution across its global business.
Effective February 2, the appointments are designed to strengthen alignment across product, brand and marketplace teams under a unified operating model, reinforcing operational discipline and supporting sustainable growth and improved financial performance.
“Our transformation is gaining momentum as we take deliberate actions to sharpen our focus, strengthen our operational rigor, and elevate how we serve athletes,” said Kevin Plank, president and chief executive officer of Under Armour.
Plank added, “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.”
As chief merchandising officer, Trent will lead category management and go-to-market initiatives, overseeing product line architecture, assortment planning and channel segmentation across Under Armour’s global portfolio.
Her role focuses on driving revenue and margin optimisation by aligning consumer demand with product investment, improving SKU productivity, and strengthening channel profitability.
Trent brings 24 years of experience across buying, planning, merchandising and regional leadership. She most recently served as president, Americas, leading Under Armour’s largest region with a focus on profitable growth, marketplace discipline and omni-channel performance.
Previously, as managing director for EMEA, she delivered sustained growth while reinforcing operational alignment across brand, product and marketplace.
Peake has been appointed president, Americas, where he will lead Under Armour’s business across North and South America, overseeing marketplace strategy, distribution, and omni-channel growth.
He brings more than 25 years of leadership experience, including 16 years at Under Armour in senior roles spanning US sales, global marketing, footwear and sport category leadership.
In addition, Yassine Saidi will transition into a senior advisor role focused on design expression and creative continuity.
Since joining Under Armour in 2024, Saidi has played a pivotal role in evolving the brand’s design language and elevating performance expression across products and platforms.
In his new role, he will continue shaping Under Armour’s long-term design voice while supporting ongoing creative evolution.
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