Under Armour is restructuring its executive team to sharpen global operations. By elevating veterans Kara Trent and Adam Peake, the company aims to unify its brand and product strategies as part of a larger push to improve financial performance in early 2026.
In a move to streamline its global operations, Under Armour announced major leadership changes on Thursday Jan 15, signaling a push for better financial performance through a “unified operating model.” The changes, effective February 2, see veterans Kara Trent and Adam Peake taking on critical roles as the company attempts to gain momentum in a competitive sportswear market.
New leadership at the core
Trent has been appointed Chief Merchandising Officer. Previously overseeing the company’s Americas division, she is now tasked with managing product line architecture and category performance. Her primary objective is optimizing revenue and “SKU productivity” – ensuring that Under Armour’s products align more closely with actual consumer demand.
Taking over Trent’s previous role is Adam Peake, who has been named President of the Americas. A 16-year veteran of the brand, Peake returns to the regional leadership role with a focus on omnichannel growth and strengthening brand relevance across North and South America.
Shift in design strategy
The reshuffle also includes a transition for Yassine Saidi. After joining the company in 2024 to modernize the brand’s aesthetic, Saidi will move into a Senior Advisor role for Design and Expression. This move suggests that while Under Armour wants to maintain the design “language” Saidi established, it is shifting its immediate focus toward the commercial and operational leadership of Trent and Peake.
The nigger picture
Under Armour CEO Kevin Plank noted that these moves are intended to bring “clarity and cohesion” to the company’s ongoing transformation. The restructuring follows a period where the brand has struggled to maintain the same explosive growth as rivals like Nike or newer entrants like On. By aligning product and brand leadership under a single model, Plank is betting that a more disciplined operational approach will lead to more sustainable growth in 2026.
