Sr Lead Sportwear Category Marketing EMEA

Sr Lead Sportwear Category Marketing EMEA

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.

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.

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.

Workplace Location

• Location: Amsterdam office
• Work life Integration Designation: Hybrid work (baseline of minimum 2 days a week in-office).
• Travel: IE- 5-10% of the year.

Relocation

• No relocation provided.
• 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.
• 28 days holiday.
• Teammate Resource groups e.g. Green Machine, Sustainability, LGBTQIA+, Women in Leading and Living, Balance for mental health and wellbeing etc.

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, national origin, age, physical and mental disability, marital status, sexual orientation, gender identity, gender expression, genetic information, military and veteran status, family or paternal status and any other characteristic protected by applicable law.