Former Adidas exec to head Under Armour brand
Athletic footwear and apparel brand Under Armour has acquired a start-up sportswear brand and appointed its founder to a senior role.
The Baltimore-based brand has snapped up Unless Collective, a plastic-free sportswear brand, and its founder, Eric Liedtke, who spent 26 years at Adidas, occupying the position of brand president from 2014 to 2019. Terms of the deal were not released.
Mr Liedtke will now serve as Under Armour’s head of brand strategy, reporting to president and CEO, Kevin Plank. He will be in charge of the brand’s identity and storytelling, overseeing category marketing, consumer intelligence, social media and sports marketing, and will also continue to helm Unless.
“With Eric’s best-in-class history of driving exceptional growth in the branded sports industry and an established reputation as an exceptional leader, his experience will be a tremendous asset in galvanizing Under Armour’s brand strategy, refining our operating model, and ensuring that every facet of consumer engagement is moving our brand forward,” commented Mr Plank.
