Under Armour (NYSE:UA), the U.S. sportswear giant, has appointed fashion industry veteran John Varvatos as its chief design officer, effective from September 11. The announcement came on Tuesday, as the Baltimore-based company seeks to revitalize its brand amid declining sales.
Varvatos, known for his work with brands such as Polo Ralph Lauren (NYSE:RL), Calvin Klein, Converse, and his eponymous label John Varvatos, will lead the creative design direction at Under Armour. His role will also include overseeing the design studios in New York, Baltimore, and Portland, Oregon.
“I am so excited to join Under Armour, an iconic American brand,” Varvatos expressed his enthusiasm for his new role. “The innovation, design and mission of the brand has never been more relevant as consumers demand clothes that function for both sport and everyday activities. I cannot wait to unveil that next chapter in Under Armour's incredible story.”
The appointment comes at a critical time for Under Armour. The company has been grappling with sluggish sales, particularly in its largest market - North America. In its most recent trading in August, quarterly revenue fell 2.4% to $1.32 billion. However, this was slightly ahead of analysts' estimate of $1.30 billion.
Contrasting the North American performance, the company's Asia-Pacific sales rose 14.5%, buoyed by a robust rebound in China.
“We are thrilled to welcome John into the Under Armour family,” said Stephanie Linnartz, Under Armour president and chief executive officer. She added: “His track record and thirty-year career speaks for itself. John will work in partnership with our product team to bring apparel, footwear and accessories from concept to commercialization, blending performance and style.”
Varvatos had started consulting for Under Armour earlier this year, bringing his extensive knowledge of style and form to the sportswear firm. His notable contributions to fashion include creating the boxer brief at Calvin Klein and the laceless sneaker during his fifteen-year collaboration with Converse under the John Varvatos brand.
Under Armour is hopeful that Varvatos' expertise will inject freshness into its business and help turn around its fortunes in a challenging market.
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