Under Armour Inc. is reshuffling its top ranks to sharpen product strategy and regional execution amid ongoing efforts to reverse sales declines. Effective Feb. 2, Kara Trent steps up from president of the Americas— the company’s largest market— to chief merchandising officer, tasked with overhauling category management, assortment planning and channel profitability. Adam Peake, a 16-year veteran, succeeds her in the Americas role, overseeing marketplace strategy, distribution and omnichannel growth across North and South America. The moves, announced Jan. 15, accompany Yassine Saidi’s shift from chief product officer to senior advisor on design and creative expression.

“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 President and CEO Kevin Plank in the company’s press release. The changes aim to align product, brand and go-to-market efforts under a unified model, as Under Armour grapples with a competitive athletic apparel sector dominated by Nike and Lululemon.

Trent’s Proven Track Record

Kara Trent brings 24 years of experience in buying, planning, merchandising and regional leadership to her new position. She most recently led the Americas division with emphasis on profitable growth and omnichannel performance. Prior stints include managing director for EMEA, where she drove double-digit revenue increases through premium distribution and operational alignment, according to Under Armour’s site. Before Under Armour, Trent held merchandising roles at Puma and Reebok.

In her expanded role, Trent will direct management across all categories, define marketing and distribution strategies, oversee inventory planning and segment sales channels to boost revenue and margins. “She will drive revenue and margin optimization by aligning consumer demand with product investment, improving SKU productivity, and strengthening marketplace and channel profitability,” the company stated in its announcement.

Peake’s Deep Company Roots

Adam Peake’s appointment fills a critical gap in Under Armour’s core market. With over 25 years in leadership—including 16 at the company in U.S. sales, global marketing, footwear and sport categories—Peake offers institutional knowledge to integrate product, marketing and marketplace tactics. His cross-functional background positions him to enhance brand relevance and accelerate growth, per details from Retail Dive.

Peake’s tenure includes senior roles that span the consumer, athlete and retail ecosystem, enabling him to tackle North America’s 8% revenue drop in the latest quarter. Americas represents Under Armour’s biggest revenue source, making stable leadership there vital for recovery.

Saidi’s Creative Continuity

Yassine Saidi, who joined as chief product officer in 2024 after roles at Puma and as founder of AGENC-Y, transitions to advise on design evolution. Since arriving, Saidi refined the brand’s aesthetic and performance expression. “He has played a pivotal role in the evolution of the brand’s language,” noted Modaes. His advisory position ensures long-term creative direction while freeing operational focus for Trent.

These shifts follow a pattern of executive tweaks. In 2024, Under Armour named Trent Americas president and Saidi CPO under then-CEO Stephanie Linnartz, per company archives. Founder Kevin Plank returned as CEO in 2024 after Linnartz’s brief tenure.

Financial Pressures Driving Change

Under Armour reported a net loss of $18.8 million in its most recent quarter, with overall revenue down 5% to $1.333 billion and North America off 8%, as covered by Retail Dive. Second-quarter fiscal sales fell 4.72%, semester totals dropped 4.45% to $2.46 billion, operating income plunged to $17 million from $173 million prior year, and gross margin slipped 250 basis points to 47.3%.

May 2024’s $160 million restructuring plan sought to address performance issues, including ending the Steph Curry partnership. Recent CFO changes add to the flux: Dave Bergman departs this year, replaced by Reza Taleghani from Samsonite in February, signaling broad operational overhaul.

Strategic Alignment in Competitive Arena

Plank emphasized the appointments deliver “clarity, cohesion and energy,” echoing FashionNetwork. Trent’s merchandising mandate targets SKU productivity and demand alignment, critical as rivals like Nike report stronger margins. Peake’s regional command focuses on omnichannel expansion amid wholesale and direct-to-consumer shifts.

Analysts view these internal promotions positively for continuity. Under Armour’s stock has faced pressure, but leadership stability could aid its Protect This House 3 strategy. No external hires here underscore reliance on proven insiders to navigate market share erosion.

Broader Executive Evolution

This round builds on prior additions like Jim Dausch as chief customer officer and Shawn Curran in supply chain. Plank’s return in 2024 marked a founder-led revival, contrasting Linnartz’s hotel background. Saidi’s advisory role preserves design gains from his Puma days, per Sporting Goods Intelligence Europe.

Investor sentiment on X remains muted, with posts noting the changes alongside stock analysis, but no major backlash. Under Armour’s path hinges on executing this unified model to regain athlete loyalty and financial footing in 2026.