Sr Lead Sportwear Category Marketing EMEA

Sr Lead Sportwear Category Marketing EMEA

Values & Innovation

At Under Armour, we are committed to empowering those who strive for more, and the company's values - Act Sustainably, Celebrate the Wins, Fight on Together, Love Athletes and Stand for Equality - serve as both a roadmap for our teams and the qualities expected of every teammate.

Our Values define and unite us, the beliefs that are the red thread that connects everyone at Under Armour. Our values are rallying cries, reminding us why we're here, and fueling everything we do.

Our pursuit of better begins with innovation and with our team's mission of being the best. With us, you get the freedom to go further - no matter your role. That means developing, delivering, and selling the state-of-the-art products and digital tools that make top performers even better.

Purpose of Role

This role is responsible for building and amplifying Under Armour’s authentic and impactful presence in the Sportswear/Sportstyle category. A forward-thinking, consumer-driven strategy is essential to solidify Under Armour as a leader in this space, connecting with urban & sport cultures while driving growth in apparel, footwear, and accessories.

As the Sr. Lead, Sportswear, you will drive category-focused marketing strategies and activation plans across EMEA, ensuring the brand resonates authentically within local markets. This role requires a deep understanding of fashion trends within various sport cultures, such as football, basketball, and streetwear, and the ability to connect them seamlessly with Under Armour’s ethos. You’ll act as the central orchestrator of strategies that align product, marketing, and retail efforts to create a compelling category presence that appeals to diverse urban audiences.

The ideal candidate will also have experience in collaborating with creators and artists to bring innovative partnerships to life, ensuring the brand remains culturally relevant and resonates with its target consumers.

• Driving category and brand awareness through consistent and impactful execution across EMEA.
• Ensuring effective collaboration among cross-functional teams across global and regional levels.

Your Impact

This role offers the opportunity to bridge the gap between sport culture and fashion, fostering meaningful connections between Under Armour and its urban audiences while collaborating with creators to define the future of sportswear.

• Own the Category Voice and Positioning:
• Leverage market and consumer insights to inform global strategy and ensure it is relevant for the EMEA Sportswear audience.
• Develop marketing plans that integrate sport-specific fashion trends and authentic connections to urban sport cultures.
• Advocate for and represent the cultural pulse of fashion and sportstyle consumers in key cities.
• Lead EMEA marketing efforts for Sportswear, aligning global strategies with regional objectives.
• Identify and build partnerships with creators, designers, and artists who align with Under Armour’s vision.
• Lead collaborative projects that highlight the intersections of sport, fashion, and culture.
• Craft marketing campaigns that integrate storytelling around sport culture and its fashion trends.
• Develop rolling 12-month marketing plans, aligning with business goals and local market opportunities.
• Develop project and creative briefs and oversee campaign timelines, ensuring materials reflect the influence of sport-specific cultural trends.
• Activate stories across digital, retail, and cultural touchpoints to resonate authentically in local markets.
• Partner with Merchandising to ensure product relevance from a marketing perspective.
• Align with Retail to create impactful in-store and online brand moments.
• Integrate with Sports Marketing to ensure athletes and influencers embody the spirit of the Sportswear and Sportstyle category.
• Leverage data to refine audience understanding and measure campaign success.
• Monitor trends in urban sport cultures and fashion to inform future strategies.

Qualifications

• University degree in Marketing, Fashion Business, or a related field.
• 6+ years of marketing experience in a consumer-driven, premium brand environment.
• Proven expertise in understanding fashion trends within sport cultures, such as football and basketball.
• Experience in conceptualizing and delivering collaborations with creators and artists.
• A strong understanding of EMEA market dynamics, especially in key cities like London, Paris, and Berlin.
• Fluent in English; proficiency in German, French, or Spanish is a plus.
• Team-oriented, collaborative, and effective in a matrixed environment.
• Deeply attuned to cultural trends and consumer behaviors in urban sport cultures.
• Passionate about creating brand experiences that connect sport, fashion, and culture authentically.
• Authentic, action-oriented, and committed to delivering excellence.

Benefits & Perks

• Paid “UA Give Back” Volunteer Days: Work alongside your team to support initiatives in your local community.
• Under Armour Merchandise Discounts Health & fitness benefits, discounts and resources- We offer teammates across the country programs to promote physical activity and overall well-being.
• 38 hour working week
• Hybrid work, a minimum of 2 days in the office
• 28 days holiday
• Teammate Resource groups e.g. Green Machine, Sustainability, LGBTQIA+, Women in Leading and Living, Balance for mental health and wellbeing etc.
• Human Performance Institute (Gym) on site
• Local Language course when moving from abroad

Our Commitment to Diversity

At Under Armour, we are committed to providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion or belief, sex, pregnancy (including childbirth, lactation and related medical conditions), national origin, age, physical and mental disability, marital status, sexual orientation, gender identity, gender expression, genetic information (including characteristics and testing), military and veteran status, family or paternal status and any other characteristic protected by applicable law. Under Armour believes that diversity and inclusion among our teammates is critical to our success as a global company, and we seek to recruit, develop and retain the most talented people from a diverse candidate pool. Accommodation is available for applicants with disabilities upon request.