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.

If you are a current Under Armour teammate, apply to this position on the Internal Career Site Here. 

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 footwear and apparel in sportswear category.

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 positioning. 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 youth urban audience.

This role will report to the EMEA Director of Category Marketing and Consumer Engagement and be evaluated on the following:

• 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 is expected to be a cross functional leader who inspires with their category strategy, identifies the opportunities, cross functionally connects the dots to maximize impact of the category marketing initiatives aligned with the category strategy. This means seeing beyond paid media, media partnerships and campaign content, orchestrating functions such as earned media and events, channel marketing, retail experience, spoma, merchandising etc. to grow the category.

• Own the category voice and strategy in the region
• Leverage product, define the story and help design the distribution to grow the category across the region with the focus on key cities
• Develop marketing plans that integrate sport-specific fashion trends and authentic connections to urban sport cultures.
• Advocate for the cultural pulse of fashion and sportstyle consumers in key cities. Own Category Voice & Positioning – Bring European market and consumer insights to the global team
• Lead a cross-functional team with members of Marketing, Merchandising, Sales, DTC and other functional areas to execute the category strategy, create a EMEA consumer focus and a 3-year strategic plan for the category.
• Own regional brand management for the category and execute the regional category marketing strategy and related initiatives in partnership with a cross-functional team including PR and events, paid media, social, sports marketing, retail/channel marketing, creative, marketing operations, commercial, merchandising etc.
• Develop and own all Marketing focused product and brand stories in the category. Design and execute the 12-month initiatives plan tied aligned with the regional business priorities. Align internal parties across product, sales, marketing and other cross-functional partners.
• Create the architecture of "when & where the story is told" - execution of campaign asset. Set and manage communication objectives to deliver touchpoint strategy and plan.
• Partner with Merchandising Team - Partner up with the regional merchandising team to ensure delivery of relevant product style from a category marketing standpoint. Have a deep understanding of business objectives, as well as key products, and their USPs. Serve as the liaison between product and marketing, assuring all marketing touch points have the information they need to function effectively.
• E-Commerce, Retail & Wholesale support - Partner up with UA.com and channel marketing to win in-store and online, at both UA retail and wholesale doors.
• Partner with Sales Team - Assist merchandising and sales team in playbook and sales meeting presentations and major account presentations/sell-ins
• Consumer and Business Analytics – Collaborate with internal and external partners to define the target consumer metrics, evaluating our effectiveness in reaching that consumer. Use consumer insight and business analysis to understand the competition, channel dynamics, consumer segmentation & positioning, product segmentation and sales performance.

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: This individual must reside within commuting distance from our Amsterdam office.
• Return to Work Designation: Starting in October, teammates are required to work on-site for 3 days per week. This will increase to 4 days per week beginning January 2026.

Relocation

• No relocation provided

#LI-KC1

#LI-HYBRID

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
• 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 seeks to recruit, develop and retain the most talented people representing a wide variety of backgrounds and perspectives. Reasonable accommodations are available for applicants with disabilities upon request.