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December 5, 2017

Under Armour makes strategic changes amid digital drive

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.

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.

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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.

“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.

Additionally, 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.

Under Armour head of footwear leaves as sales stumble

Under Armour slowing down to speed up growth

Related Companies

Free Whitepaper
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Internet’s Next Revolution: Can Web 3.0 Unlock Decentralized and Intelligent Internet?

Big tech companies have created massive ecosystems that offer the internet’s key services, making it impossible for users to break from their “walled garden” and ultimately surrender control of their data. A sharp rise in public awareness about data privacy and the value of their data has stimulated new awareness around web 3.0 networks. Web 3.0 is the third iteration of the internet, designed by token-based economics to wrest the control of user data from big tech companies and provide a user-centric internet. It creates a mesh of peer-to-peer communication and decentralized governance structures to enable individuals and organizations to tackle data privacy and censorship threats. Reasons to read: An increasing number of startups and tech players are shifting gears to create blockchain-powered decentralized ecosystems for different sector-specific applications and services. Against this backdrop, businesses need more awareness of the fast-paced fundamental restructuring of the internet. The report highlights the current state of play and the future potential of web 3.0 networks in driving decentralized and user-controlled internet. This is anticipated to unlock new possibilities for enterprises across sectors such as financial services, gaming, sports, media & entertainment, retail, and technology, among others. Read our report and gather insights on the following topics:
  • Evolution of the internet
  • Active players in the web 3.0 ecosystem
  • Key applications by major sectors
  • Driver and challenges
  • Top startups and Mergers & Acquisitions
  • Regulatory landscape & future scope
by GlobalData
Enter your details here to receive your free Whitepaper.

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