Under Armour has appointed Kara Trent as its new chief merchandising officer as part of a broader leadership shakeup aimed at strengthening the brand’s global product and marketplace strategy. The move, effective Feb. 2, aligns product planning, assortment and channel strategy under Trent’s leadership as the company seeks more disciplined execution and sustainable growth.

Trent takes over the merchandising role after serving as president of the Americas, the company’s largest region. In her new position, she will oversee category management, product architecture, assortment planning and channel segmentation across Under Armour’s portfolio. The role is designed to sharpen the connection between consumer demand and product investment, improve stock-keeping unit productivity and boost revenue and margin performance.

Under Armour’s chief executive officer, Kevin Plank, said the leadership changes are intended to bring “clarity, cohesion and energy” to the company’s transformation efforts. The appointments are part of a strategy to align product, brand and go-to-market efforts under a unified operating model and support long-term financial performance.

Trent brings more than two decades of industry experience in merchandising, buying and planning. She has worked across multiple functions and regions at Under Armour, including in Europe, the Middle East and Africa, where she served as managing director and helped drive growth in premium distribution and operational alignment. Her background also includes merchandising and planning roles at Puma and Reebok.

Before her appointment as merchandising chief, Trent played a key role in leading Under Armour’s commercial operations in the Americas. In that capacity, she focused on profitable growth, marketplace discipline and expanding omni-channel performance. Under her leadership, the region maintained strong momentum, driven by disciplined product segmentation, focused retail strategies and consistent execution across channels.

In addition to Trent’s new role, Under Armour named Adam Peake as president of the Americas. Peake, a veteran with more than 25 years of leadership experience, will take over the Americas region and lead marketplace strategy, distribution and omni-channel growth throughout North and South America. His history with the company includes senior roles in U.S. sales, global marketing and footwear category leadership.

Another leadership change sees Yassine Saidi, who has served as chief product officer, transition into a newly created senior advisor role focused on design and creative expression. Saidi will work on maintaining design continuity and shaping Under Armour’s long-term aesthetic voice, helping ensure the brand’s creative evolution remains cohesive while fostering innovation.

Together, these executive moves reflect Under Armour’s ongoing efforts to streamline decision-making and strengthen its operational foundation. The company has also recently updated its finance leadership and continues to search for senior leaders in marketing and footwear as part of its broader transformation agenda.

Under Armour’s merchandise strategy has taken on greater importance as the brand continues to balance performance heritage with broader lifestyle appeal. By placing category leadership in the hands of an experienced merchandiser like Trent, the company aims to ensure that product decisions are closely informed by consumer demand and marketplace trends.

The new leadership structure underscores how Under Armour is adapting to a competitive retail environment where agility, data-informed planning and cross-functional alignment are increasingly critical. Trent’s background in both regional and product leadership positions her to coordinate these efforts across Under Armour’s global business.

Under Armour’s transformation journey has included a mix of strategic hires and internal promotions over the past year. The company has brought in executives with deep industry experience to enhance customer performance, expand its brand presence and streamline operations. These changes align with the company’s goal to regain momentum in key markets and strengthen its relevance with athletes and consumers.

Kara Trent’s tenure at Under Armour began in 2015, and she has held a succession of leadership posts spanning merchandising, planning and regional management. Her appointment as chief merchandising officer places her at the center of Under Armour’s efforts to optimize its product portfolio and align it more closely with market demand.

Under Armour’s broader leadership restructuring also reflects the need to integrate product vision with commercial execution. By centralizing merchandising leadership under a dedicated chief role, the company hopes to better coordinate assortment decisions, improve pricing execution and enhance channel performance.

The shift also signals confidence in Trent’s ability to balance short-term operational priorities with longer-term strategic goals. Her experience in different markets equips her to navigate the complexities of global footwear and apparel retail, where regional nuances and consumer expectations vary widely.

Peake’s role as president of the Americas further supports Under Armour’s ambition to strengthen its presence in key regions, expand omni-channel offerings and drive sustainable commercial results. With an emphasis on integrated strategy across retail, wholesale and digital, Under Armour is positioning its leadership to respond to changing consumer behavior and competitive pressures.

For Saidi, the transition to senior advisor underscores the company’s interest in preserving design expertise while fueling creative evolution. His advisory role on design and expression will likely influence future product narratives and aesthetic direction, ensuring that the brand’s heritage remains relevant even as it innovates.

Under Armour has described its transformation plan as one that sharpens operational focus and aligns strategic priorities across product, brand and marketplace execution. The leadership changes announced in January 2026 represent the latest step in that plan, bringing new perspectives to critical functions and reinforcing accountability across the business.

In the months ahead, Under Armour will look to further solidify its merchandising framework, empower its regional leadership and continue evolving its product strategy to meet consumer needs. With Trent now leading merchandising and go-to-market alignment, the company aims to execute more consistently and drive measurable results in revenue, margins and customer satisfaction.

As the company moves forward, these leadership changes could help Under Armour better navigate the evolving athletic and lifestyle market. By combining seasoned executives with clear accountability, the brand is seeking to reinforce its competitive positioning and sustain growth in a shifting retail landscape.