as its new executive vice president of brand strategy following the completion of its acquisition of Unless Collective, a zero-plastic regenerative fashion brand he cofounded in 2020. The transaction is expected to be completed later this week.said in a statement on Tuesday that Liedtke will be globally accountable for amplifying the brand identity and storytelling, its comprehensive strategic planning process, and executing transformational initiatives that accelerate growth for Under Armour.
While brand president, he is credited with orchestrating one of the most significant turnarounds in the company’s history through the creation and implementation of a five-year strategic plan that delivered more than $8 billion of revenue growth.
“Sports, inspiration and culture bring people together, and I am honored by the opportunity to contribute to Under Armour’s long legacy as an iconic brand that connects across these dimensions,” Liedtke said. “I see tremendous opportunity to elevate the brand, enable deeper loyalty and drive growth among new and existing consumers.
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