Under Armour appoints chief consumer officer

By

Jennifer Braun

Published
Oct 15, 2021

Under Armour Inc. announced on Thursday the appointment of Massimo Baratto to executive vice president, chief consumer officer.

In the newly created role, Baratto will oversee all aspects of Under Armour's consumer strategy, ensuring a consistent brand experience, and responsibility for global marketing, e-commerce and retail. 

Baratto joined Under Armour in 2018 and has since served as managing director of the company's Europe, Middle East and Africa (EMEA) region. Prior to joining Under Armour, Baratto served as chief executive officer for Oberalp Group where he had an 18-year career. At Oberalp, he was credited with growing the Salewa, Dynafit, Wild Country, and Pomoca brands helping it gain recognition in the mountain sports industry.

Kara Trent, a seven-year Under Armour veteran, will succeed Massimo as the company's senior vice president/general manager of EMEA. Trent most recently led the merchandising and planning functions for the EMEA region at Under Armour. 

"Today's announcement underscores our commitment to delivering an ecosystem capable of deepening our connection with focused performers, inspiring them wherever and whenever they choose to engage our brand," said Under Armour president and chief executive officer Patrik Frisk. 

"Massimo's global leadership skills, digital expertise, and significant experience building brands through understanding consumer behavior will be a great enabler in strengthening our ability to innovate and enhance our position as one of the world's preeminent athletic performance brands.”

Coinciding with the announcement, the company announced that Alessandro de Pestel, who has served as Under Armour's chief marketing officer since 2018, plans to leave in February 2022 to pursue other opportunities.

In August, Under Armour posted a 91 percent revenue jump to $1.4 billion for Q2. The company has since raised its full-year revenue outlook up to a low 20s percentage.