United Brands Company (UBC), an Italian licensee for branded sneakers, has hired Pierpaolo Guerra to manage its digital and e-commerce activities as part of its efforts to develop its omnichannel strategy. Guerra comes from Lotto Sport Italia where he was in charge of digital and omnichannel activites. Previously, he was a digital marketing consultant at Workup. Last year, UBC created a digital showroom and has since launched its own e-commerce platform to manage digital sales for most of its products. UBC’s porfolio includes Sergio Tacchini, Benetton, Gas Jeans, Carrera Footwear and Roberto Cavalli Sport. UBC recently signed a license agreement with Head to produce sneaker collections for men, women and children under its brand name. The first collection is scheduled for the spring/summer 2022 season. Under the multi-year agreement, UBC will also be in charge of distributing the shoes, which will be initially sold in fashion stores and then in sports shops. The Head collection will also be available through a directly-operated e-store.