Under Armour reorganises international management

Under Armour has chosen a new leader to drive its European strategy. The U.S. sportswear brand has entrusted its Europe, the Middle East and Africa zone to Massimo Baratto. The former managing director of Oberalp group, a role Baratto had held since 2001, officially joined Under Armour in May, also taking on a role as vice president at the company.


Baratto's arrival comes at time of reorganisation within the company at an international management level. In addition to Baratto, Under Armour has announced the appointment of Jason Archer to managing director of Asia Pacific.

The move sees Erick Haskell relinquish his role as director of Greater China, a post he has held since 2015. Archer will be tasked with developing the brand in this region of the world. A former Adidas Latin America executive, Archer has for the past few years driven Under Armour's growth in this same region.

Taking Archer's place is Manuel Ovalle. Part of the company since 2013, Ovalle has developed the brand in individual smaller markets such as Argentina, Chile and Peru. Now, he will supervise the collective activities of the brand in Latin America.

Lastly, Jason LaRose, who joined the company in 2013, will lead Under Armour initiatives in North America. 

All four directors will report directly to president and director of operations, Patrik Frisk.

Translated by Benjamin Fitzgerald

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