Under Armour is making a groundbreaking move by appointing renowned designer John Varvatos as its Chief Design Officer. With his exceptional expertise in crafting distinct and sophisticated styles, Varvatos will lead the brand’s design vision, aiming to elevate Under Armour’s position in the premium sportswear market. .
Varvatos, a fashion industry luminary, has made his mark through his eponymous label and his collaborations with Converse, Dr. Martens, and Kohl’s. His ability to infuse timelessness and modern aesthetics into his designs has garnered him a vast and loyal consumer base. Under Armour recognizes Varvatos’s distinctive flair and believes his creative direction will resonate with both existing and new customers, solidifying the brand’s position as a lifestyle destination. .
Upon taking on this pivotal role, Varvatos remarked, ‘I am excited to join Under Armour, a brand with an unwavering commitment to innovation and performance. I strongly believe that fashion and function can coexist harmoniously, and I look forward to creating compelling designs that empower athletes and style-conscious individuals.’ .
Under Armour CEO Patrik Frisk echoed the sentiment, stating, ‘We are thrilled to welcome John Varvatos to the Under Armour family. His creative vision, his unwavering eye for detail, and his passion for pushing boundaries align perfectly with our mission to redefine sportswear. We are confident that under John’s leadership, our design team will continue to elevate our products and strengthen our position as a global leader in performance apparel.’ .
Varvatos’s appointment as Chief Design Officer signals Under Armour’s strategic shift towards becoming more than just a sportswear brand. The company seeks to redefine itself as a lifestyle label, delivering products that merge cutting-edge technology with premium fashion. Varvatos’s design philosophy and his ability to create lifestyle-centric apparel align perfectly with this vision. .
Analysts predict that Varvatos’s arrival will reinvigorate Under Armour’s image and attract a wider demographic of consumers. His appointment is seen as a bold move that could significantly impact the brand’s future. Under Armour’s stock price rose slightly in response to the news, reflecting investor optimism about the company’s newfound direction. .
The fashion industry eagerly anticipates Varvatos’s debut collection for Under Armour, which is expected to hit stores in early 2024. With his innate sense of style and his track record of success, Varvatos is poised to usher in a new era for Under Armour, propelling the brand to even greater heights in the global fashion landscape..
