The athletic performance apparel and footwear company named Eric Liedtke as executive VP of brand strategy. He will join Under Armour following the completion of its acquisition of Unless Collective, a zero-plastic regenerative fashion brand. The deal is expected to be completed later this week.
Liedtke had a 26-year career at Adidas Group, culminating in his roles as brand president and executive board member from 2014 to 2019. In 2020, he and industry executives from Adidas, Quicksilver and R/GA founded Unless with the goal of pioneering “a better way for the industry to prove that plants could replace plastics in the creation of apparel and footwear”, Under Armour said in a release.
Liedtke will be globally accountable for amplifying Under Armour’s brand identity and storytelling, its strategic planning process and executing transformational initiatives that accelerate growth for the company while continuing to lead and curate Unless. He will report to Kevin Plank, who returned as Under Armour President and CEO in April, and oversee the company’s brand presence through category marketing, consumer intelligence, creative, marketing operations, loyalty, social media, sports marketing and all strategy functions.
Inspired by the Pacific Northwest and influenced by the utility and style of skate, outdoor and cold-water surf, Unless creates clothing and apparel built from the elements that can be worn in the elements and safely returned to the elements.
“Sports, inspiration and culture bring people together and I am honoured by the opportunity to contribute to Under Armour’s long legacy as an iconic brand that connects across these dimensions,” said Liedtke. “I see tremendous opportunity to elevate the brand, enable deeper loyalty, and drive growth among new and existing consumers.”
