Under Armour creates chief consumer officer role
Sports apparel and footwear brand Under Armour has asked its managing director for Europe, Massimo Baratto, to step into the new position of executive vice-president and chief consumer officer. He will take up the newly created role on November 1.
In his new post, Mr Baratto will oversee all aspects of Under Armour’s consumer strategy, including responsibility for global marketing, e-commerce and retail. Chief executive, Patrik Frisk, said he thought Massimo Baratto’s experience of building brands through understanding consumer behaviour would strengthen Under Armour’s ability to innovate.
Before joining Under Armour in 2018, Mr Baratto was chief executive of Oberalp, the parent company of alpine footwear brand Salewa and of ski-boot brand Dynafit and spent a total of 18 years there.
Alessandro de Pestel, who has been Under Armour’s chief marketing officer since 2018, is to leave the company in early 2022. Kara Trent will become the company’s new general manager for Europe.
