Under Armour appoints new chief consumer officer

Under Armour has announced the appointment of Massimo Baratto to the role of executive vice president, chief consumer officer, effective 1 November 2021.

Since joining Under Armour in 2018, Baratto has served as managing director of the company’s Europe, Middle East and Africa (EMEA) region.

It revealed Baratti will oversee “all aspects” of Under Armour’s consumer strategy, delivering a “seamless, consistent brand experience” with responsibility for global marketing, e-commerce and retail.

Before Under Armour, Baratto served as CEO for Oberalp Group, according to the retailer and was credited with “significant growth” of the Salewa, Dynafit, Wild Country, and Pomoca brands, helping the company become one of the “most distinguished” international house of brands in the mountain sports industry.

Patrik Fisk, Under Armour president and CEO, said: “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.

“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.”

Kara Trent will succeed Baratto as the company’s senior vice president/general manager of EMEA.