US sportswear brand Under Armour has announced several changes to its senior executive leadership team as part of a new strategy to increase profits.

Under the reshuffle, Under Armour has appointed Jim Dausch as executive vice president and chief consumer officer (CCO) and promoted Danny Miles to executive vice president and chief technology officer.

They will both report directly to chief executive Stephanie Linnartz.

In addition, the company also announced that chief operating officer (COO) Colin Browne will step down later this year, while chief product officer (CPO) Lisa Collier will leave in August to pursue other opportunities.

The moves form part of the brand’s ‘Protect This House 3 (PTH3)’ strategy. Announced in May, the initiative is a new set of priorities designed to drive more consistent profitable growth and returns for shareholders over the long term.

PTH3 focuses on “driving greater global brand heat and delivering elevated design and products to reaccelerate growth in the United States while maintaining positive international momentum.”

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By GlobalData

As CCO, Dausch will lead the company's global brand, marketing, digital engagement, and customer experience across all commerce channels.

Dausch joins Under Armour from major hotel chain Marriott International where he currently serves as global chief product and digital officer, leading the company's direct digital channels. 

In his more than 20 years at Marriott, Dausch has held positions across multiple disciplines, including sales and marketing, brand, corporate finance, operations, and franchising.

Linnartz said: "As we continue strengthening our foundation to transform Under Armour faster by driving sharper focus and execution against PTH3, we are delighted to welcome Jim Dausch to our executive leadership team.

"Jim is a seasoned executive with deep experience leading transformational initiatives, including digital expansion, global loyalty programs, and launching new businesses and brands – I am confident that his world-class leadership will help unify our team of extremely talented teammates to help drive the next phase of our growth."

Miles joined Under Armour in 2021 and leads the company's global IT teams, information security, enterprise data management and analytics, enterprise architecture, technology management and operations, corporate teammate services, enterprise applications, and digital storefront functions.

Meanwhile, Browne will depart after seven years at the company. Over the course of his tenure, he has been credited with helping to modernize Under Armour's digital strategy and direct-to-consumer model. He also served as interim chief executive from June 2022 through February 2023.

Instead of a COO replacement, the brand has initiated a search for a chief supply chain officer.

The company has also begun an external search for a new CPO to replace Collier, who has served in the role since 2020.

From July 3, Dan Leraris, Under Armour's head of apparel, will begin serving as the company's interim CPO.

Image: Justin Sullivan/Getty Images