In a move aimed at driving alignment in its digital business, embattled US sportswear brand Under Armour has made a number of strategic changes, including the appointment of a digital head.
As part of a restructuring initiated during the summer that integrates technology across its core business, connected fitness digital product, digital engineering and digital media will now all report into chief technology officer Paul Fipps.
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“This integration significantly enhances our ability to engage consumers with elevated experiences, premium products and personalised services,” he said.
As part of this drive, Under Armour has appointed Michael La Guardia as senior vice president of digital product, also reporting to Fipps. Joining from Yahoo Finance and Sports where he was head of product, Guardia will have responsibility for leading the strategy for all digital product development. He will work with management, category leadership, marketing, creative/design, development, and external partners.
Guardia will be based out of Under Armour’s San Francisco office, taking up the role from 8 January.
The company has also appointed acting CFO, David Bergman, as finance chief. He has held the acting role since February when Chip Molloy left Under Armour for personal reasons.
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By GlobalDataAdditionally, MyFitnessPal co-founders, Mike Lee and Albert Lee, will leave the company in January in order to “pursue their next entrepreneurial ventures”.
“We’re appreciative of the nearly three years that Mike and Al have fully and generously served at Under Armour following the acquisition in early 2015. During this time, their leadership, partnership and vision have made a significant contribution to ensuring that Under Armour’s digital business is in the best position for success,” Fipps said.
Under Armour has been struggling with stalling sales in North America, its main market, and in October slashed its full-year earnings guidance. In its most recent third quarter, sales fell 5% to US$1.4bn, with apparel revenues down 8% and footwear revenues up 2%.
A restructuring announced earlier this year saw around 280 jobs cuts, or 2% of the company’s global workforce, with half of the jobs lost in Baltimore where Under Armour is headquartered.
Last month, Under Armour parted company with Peter Ruppe, the head of its struggling footwear division, after less than two years in the role – the latest in a line of executives to leave, with recent departures including its co-founder Kip Fulks, and the heads of its women’s, youth and sport fashion divisions.
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