Eric Liedtke is set to join Under Armour as executive VP of brand strategy following the conclusion of its purchase of Unless Collective, a zero-plastic regenerative fashion brand. This deal is predicted to close later this week.

In his new role, Liedtke will report to President and CEO Kevin Plank and will be responsible for Under Armour’s brand presence, including category marketing, marketing operations, consumer insights, creative direction, social media, customer loyalty, sports marketing, and overall strategy.

Plank shared, “Liedtke’s outstanding track record in the branded sports industry and his leadership abilities, besides his experience will significantly enhance Under Armour’s brand strategy, and improve the company’s operating model leading to better consumer engagement”.

Liedtke, who spent 26 years at Adidas Group and served as brand president and executive board member from 2014 to 2019, co-founded Unless in 2020 with former Adidas, Quicksilver, and R/GA executives. Unless aims to demonstrate that plant-based materials can substitute plastics in apparel and footwear.

Under Armour announced that Liedtke will focus on strengthening the company’s brand identity and storytelling, refining strategic planning, and driving growth through transformative initiatives, while continuing to lead Unless.

Liedtke concluded, “I feel enthusiastic about the opportunity to enhance Under Armour’s brand, foster deeper customer loyalty, and drive growth. I look forward to collaborating with Kevin Plank and the executive team to elevate Under Armour’s story and ensure long-term growth.”