Under Armour names new senior director of sales in EMEA

By

Barbara Santamaria

Published
Jul 23, 2020

American sportswear specialist Under Armour has appointed Phil Fox as senior director of sales in EMEA.

In his new role, Fox will take the lead of the wholesale and distributor business across Europe, the Middle East and Africa, reporting directly to the region’s managing director Massimo Barratto.

Under Armour said his focus will be to further develop a digital-first strategy with existing commercial partners.

Fox brings over 25 years of experience in the sports industry. He has worked across retail distribution, account management and strategic planning and direction, and joins Under Armour from VF Corporation. His most recent role was senior sales director for Vans in EMEA, and prior to that, he held several sales management roles at Nike.

“Phil is a great addition to the Under Armour team,” Barratto said. “His knowledge of the industry and experience in sales will be key to executing our growth strategy in the EMEA region.”

The Baltimore-based company is known for its high performance apparel, footwear and accessories collections. The Covid-19 outbreak has sparked an increase in demand for sportswear, with Under Armour’s running and women’s training categories growing rapidly over the past few months. 

The brand was also the first to release a performance sports mask to make outdoor workouts 'safer' during the pandemic. The face covering sold out in under an hour in the US, and is currently sold out in the UK.