Under Armour chief merchant changes mark a significant shift in how the athletic apparel company manages product strategy as it works to stabilize revenue and rebuild brand strength. The company has elevated Kara Trent, currently president of the Americas, to the newly emphasized role of chief merchant. She will assume the position next month, while Chief Product Officer Yassine Saidi transitions into a senior adviser role.
Under Armour chief merchant role expands product control
In her new position, Trent will oversee go-to-market execution, category management, product architecture, assortment planning, and channel segmentation. In addition, she will be responsible for improving SKU productivity and increasing channel profitability. The expanded scope places the Under Armour chief merchant role at the center of decisions that directly affect margins, inventory efficiency, and brand positioning.
Chief executive officer Kevin Plank said the move reflects growing momentum in the company’s transformation. According to Plank, Under Armour is taking deliberate steps to sharpen focus, strengthen operational discipline, and improve how the brand serves athletes across markets.
Why Under Armour is restructuring leadership
The leadership changes follow a challenging financial period for Under Armour. In its most recent quarter, total revenue declined 5%, while North America revenue fell 8%. The company also reported a net loss of $18.8 million. These results came amid broader restructuring efforts announced two months earlier.
As part of that restructuring, Under Armour ended its partnership with star athlete Steph Curry and began streamlining its product offering. Management has emphasized that simplifying the assortment is essential to restoring profitability and brand clarity.
Premium positioning drives the Under Armour turnaround
A key pillar of the turnaround strategy involves repositioning the brand at a more premium level. Under Armour has reduced promotional activity, cut roughly 25% of its SKUs, and introduced higher-end products aimed at improving brand perception. The Under Armour chief merchant role is designed to ensure that these changes translate consistently across wholesale, direct-to-consumer, and regional channels.
By consolidating merchandising authority, the company aims to align product creation more closely with consumer demand while avoiding excess inventory and discount-driven erosion.
Yassine Saidi’s transition and ongoing influence
Yassine Saidi, who joined Under Armour in January 2024 as chief product officer, played a central role in reshaping the product lineup. His tenure overlapped with the appointment of John Varvatos as chief design officer, signaling a renewed emphasis on design credibility and brand storytelling.
Although Saidi is stepping back from day-to-day leadership, he will remain involved as a senior adviser. According to the company, he will continue shaping the brand’s long-term design voice, ensuring continuity as the Under Armour chief merchant role takes on greater operational responsibility.
Early signs of progress with wholesale partners
Some of the product changes are already showing results. During the company’s November earnings call, Plank said Under Armour has begun regaining credibility with wholesale partners. He cited improved engagement across core programs and stronger alignment on targeted assortments.
Plank emphasized that the company is seeing positive momentum as it focuses on stronger partnerships, elevated merchandising, and a more premium retail brand experience. These early signals suggest that tighter product discipline may help stabilize the business.
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Financial pressure increases urgency
Despite early progress, Under Armour continues to face significant headwinds. Declining sales in North America remain a concern, and cost pressures limit flexibility. As a result, the Under Armour chief merchant role carries heightened expectations to deliver measurable improvements in profitability and inventory efficiency.
Trent’s experience overseeing the Americas business positions her to connect regional market realities with global product decisions. This linkage may prove critical as Under Armour works to balance innovation with financial discipline.
More leadership changes ahead
The reshuffle does not end with merchandising leadership. Long-time chief financial officer Dave Bergman plans to step down later this year. He will be replaced next month by Reza Taleghani, an executive from Samsonite. The CFO transition adds another layer of change as Under Armour continues restructuring its leadership team.
Taken together, these moves signal a company in the midst of a broad reset. The success of the Under Armour chief merchant strategy will likely shape whether the brand can regain momentum, rebuild margins, and restore confidence among investors, partners, and consumers.
