Under Armour appoints YETI’s Kevin Ross as new MD for EMEA region

Under Armour, a US-based sportswear company, has announced the appointment of Kevin Ross as its new Senior Vice President and Managing Director of Europe, Middle East & Africa, effective February 2024.

In his new role, Ross brings over two decades of leadership experience in the sportswear manufacturing industry. His core competencies include people management, leadership development, sales management, P&L responsibility, sales growth, commercial planning and product management. Ross will be responsible for spearheading the regional omni-channel growth strategy, delivering on-brand consumer experiences, and ensuring the company’s premium, sustainable, and highly profitable growth across the region.

This marks his second stint with Under Armour, as he previously served the company for more than eight years in various leadership roles. He left the company in 2021 to join YETI as the Managing Director of EMEA operations. In his previous roles, Ross served TaylorMade-Adidas Golf as Vice President of Global Product Creation and Adidas as Business Unit Manager. On the academic front, he holds a BSc degree in Finance from Jacksonville University and an MSc degree in Sports and Fitness Administration/Management from the University of Tennessee, Knoxville.

Welcoming Ross back to the executive team, Stephanie Linnartz, President, and CEO of Under Armour, said, “We are thrilled to welcome Kevin back to Under Armour. His experience in leading growth strategy and business operations in the region gives me great confidence that he will continue to harness the momentum that we’ve established in EMEA. Kevin also brings extensive knowledge of this iconic brand, allowing him to step into this role with familiarity and conviction.”

Ross also expressed, “I am excited to return to Under Armour, a brand I deeply respect, and I am honoured to lead the EMEA region. After witnessing UA's evolution and 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.”