US sportswear brand Under Armour has appointed Kevin Ross as its new senior vice president and managing director of Europe, the Middle East, and Africa (EMEA).

He will join Under Armour on February 12, based out of its Amsterdam office, and report to president and chief executive Stephanie Linnartz. 

Leading Under Armour’s EMEA business, Ross will be responsible for the development and execution of a regional omni-channel growth strategy, while also delivering on-brand consumer experiences to advance the business’s premium presence across the region.

Ross returns to the brand after previously spending nine years with the company in numerous executive roles, including product creation, team sports, global football, tennis, and sales.

He joins Under Armour (this time around) from Yeti, the premium outdoor equipment brand, where he recently served as managing director of international.

In total, Ross has nearly 20 years of experience growing high-profile brands having also worked for adidas and TaylorMade.

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Linnartz said: "We are thrilled to welcome Kevin back to Under Armour. His experience leading growth strategy and business operations in the region gives me great confidence that he will continue to harness the momentum that we’ve been able to establish in EMEA.

“Kevin also brings back extensive knowledge about this iconic brand, which will allow him to step into this role with familiarity and conviction.”

Ross added: “I’m excited to return to Under Armour, a brand I deeply respect, and I am honoured to lead the EMEA region. After watching UA's evolution and witnessing the consumer demand, I believe the potential for Under Armour is unmatched.

“I am eager to begin working with UA’s talented team again, continuing to grow and strengthen our connection with consumers across the region.”

Last June, Under Armour made several changes to its senior executive leadership team as part of a new strategy to increase profits.

Under the reshuffle, the brand appointed Jim Dausch as executive vice president and chief consumer officer and promoted Danny Miles to executive vice president and chief technology officer.

Meanwhile, Colin Browne stepped down as chief operating officer late last year and chief product officer Lisa Collier left in August to pursue other opportunities.