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Under Armour announces senior management additions
Dec '17
Courtesy: Under Armour
Courtesy: Under Armour
Under Armour, Inc., a leading innovator, marketer, and distributor of branded performance athletic apparel, footwear, and accessories, has announced two new additions to its senior management team. These appointments will support Under Amour’s focus on growing and scaling its global business and broadening its expertise in strategic, global communications.

Massimo Baratto will join Under Armour as vice president and managing director of its European business, reporting to chief revenue officer, Charlie Maurath. Responsible for driving profitable growth, brand awareness and cultivating strategic partnerships in Europe, he will be based in Amsterdam.

Baratto brings nearly 30 years of international experience from a variety of industries, brands, and regions. Most recently, he served as CEO of the Oberalp Group, the Italian-based owner of Dynafit, Pomoca, Salewa, and Wild Country and international distributor of Under Armour, Speedo, Fischer, Spyder, Barts and Rip Curl. Since joining Oberalp in 2001, he served in various senior management roles, leading its portfolio of outdoor footwear, apparel and equipment brands. Prior to Oberalp, Baratto served in managing director roles for food and snack companies Zuegg and Unichips, respectively.

Kelley McCormick will join Under Armour in a newly created position as senior vice president of corporate communications. As a member of the company’s executive team and a direct report to Plank, McCormick will lead the strategic visioning and execution for UA’s global corporate communications including corporate media relations and employee communications. She will be based at the company’s global headquarters in Baltimore.

McCormick has successfully led complex campaigns for numerous corporate and non-profit organisations. She has more than 20 years of high-level strategic experience in corporate affairs, brand and reputation management, and public policy initiatives for leading companies in the consumer packaged goods, news and entertainment, biopharmaceutical, and food and beverage industries. She was most recently managing director at SKDKnickerbocker, an award-winning strategic communications agency.

Under Armour chairman and CEO Kevin Plank said, “We are excited to add two talented senior executives to our bench, further strengthening our ability to build the Under Armour brand globally. Massimo and Kelley bring unique combinations of strategic expertise and vision to their respective roles. I look forward to their leadership and contribution as we enter our next chapter of growth.” (GK)

Fibre2Fashion News Desk – India

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