Under Armour Appoints John Varvatos Chief Design Officer

In its newest step to reinvigorate its model, Below Armour has appointed John Varvatos its new chief design officer, efficient Sept. 11.

The style veteran, who started consulting for the Baltimore-based activewear label earlier this 12 months, will probably be charged with overseeing the corporate’s design course and can head up its studios in New York, Baltimore and Portland, Oregon. He’ll work with Below Armour’s product workforce to mix “efficiency and magnificence” within the firm’s attire, footwear and equipment, chief govt Stephanie Linnartz stated in a press release.

It received’t be Below Armour’s first try to inject extra trend into its providing. In 2016, the corporate launched a line with designer Tim Coppens that did not catch on with its core prospects, who seemed to it primarily for efficiency merchandise. By 2019 Below Armour stated it will double down on efficiency because it sought to recapture the fast progress that propelled it via the late 2000s and early 2010s, as soon as making it seem like a contender to larger gamers comparable to Adidas and Nike.

Extra not too long ago the corporate has made a lot of modifications because it appears to reignite its progress. In February, Linnartz stepped into the function of chief govt, succeeding Patrik Frisk, who departed in the course of 2022. This June it introduced extra shifts in its govt management.

Below Armour’s gross sales grew 3 % within the 12 months via March 31, 2023, however it has struggled to keep up that momentum. Gross sales declined 2 % within the latest quarter.

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