I often write about Under Armour in terms of potential. When Kevin Plank moved back into the captain’s chair, any progression Under Armour attained during Patrik Frisk’s repair and relaunch tenure was immediately in question. I stated that Plank would have to build out a team, but seeing John Varvatos as one of the first placements didn’t inspire any confidence in my assessment.
The hiring of Eric Liedtke is easily the smartest and best play Under Armour has made. Liedtke is the type of leader who understands high risk/high rewards actions. His hiring as Executive Vice President of Brand Strategy could lend Under Armour the credibility in sportswear the company has long fought to attain.
UNLESS Collective: If Streetwear Becomes More Sustainable Does the Audience Care?
The implementation of any plans will undoubtedly take time, but Under Armour’s acquisition of UNLESS immediately gives Under Armour a true sustainability plan of action with compelling and stylish apparel and footwear made with the end of life in mind.
While most of Under Armour’s apparel is currently designed with plastics and isn’t eco-friendly, Liedtke’s focus on this area is especially forward thinking. Sportswear is entering a phase with younger consumers who aren’t really sneakerheads and don’t really get into the trendy aspects of the culture.
The recent slowdown in sneaker buying is an example of a consumer who has become more thoughtful. UNLESS x Under Armour will move a consumer to UA who would have never considered the brand. It’s a niche brand strategy with potentially huge opportunities. The new generation of consumers are the people who are creating no purchase/no new clothes campaigns on social media.
They are the same audience who would respond to UNLESS if the company had more marketing prowess. With Liedtke in the fold at Under Armour products like the Flowers4U Utility Jacket pictured here, will provide an eco-conscious person who still admires fashion and style an option that doesn’t contribute to the guilt around consumption.
Liedtke’s time at other brands is often discussed in terms of his famous strategy at adidas, but it’s his actions post YZY which will impact Under Armour the most, if done correctly. I tend to think that Plank undercuts actions at UA, but with this hire it seems things have changed and Under Armour is doing much more than being loud about protecting this house. They are instead ensuring the house will still be here for generations to come.