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Under Armour CMO exits amidst declining revenues

Under Armour’s CMO Andrew Donkin is departing the company after more than one year. The company’s senior VP Pamela Catlett, who was responsible for Under Armour’s women’s and youth sectors, is also exiting the company.

According to multiple media reports, Donkin’s and Catlett’s departures were “mutually agreed” upon and both will be leaving at the end of November 2017.  Marketing has reached out to Under Armour for comment.

During his time at Under Armour, Donkin was responsible for leading global brand and messaging strategy, and executing multi-channel marketing campaigns. According to Donkin’s LinkedIn, he also lead and managed internal and external creative teams to develop innovative creative assets that drive consumer engagement and reinforce the company’s brand positioning. Prior to joining Under Armour, Donkin was the head of worldwide brand and mass marketing at Amazon for close to five years. Donkin also worked as senior VP global marketing and media at Travelocity for over a year and MD at for nearly three years.

Meanwhile Catlett has been with Under Armour for over two years, and previously led the company’s global women’s business across apparel, footwear and accessories prior to getting promoted to her current position. According to her LinkedIn, she was responsible for conceptualising and executing global growth strategy, and leading a diverse and multi-disciplinary team to drive growth for one of Under Armour’s fastest growing and most profitable segments.

Prior to Under Armour, Catlett served VP and GM, women’s training and amplify at Nike for over two years, during which she led the women’s athletic footwear and apparel training business.

The announcement comes after Under Armour announced a 5% drop in Q3 revenue, which ended on 30 September 2017 to US$1.4 billion. While its North America, experienced a 12% drop in revenue, International revenue saw a 35% increase, representing 22% of Under Armour’s total revenue. Asia Pacific’s revenue jumped 52%, while Europe, Middle East and Africa as well as Latin America saw a revenue increase of 22% and 33% respectively.

In its Q3 financial statement, Under Armour chairman and CEO Kevin Plank said while its international business continues to deliver against its goal of becoming a global brand, the decline in Q3 revenue was a result of operational challenges and lower demand in North America.


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