Under Armour has promoted e-Commerce head Jason LaRose to a new post: President of North America. LaRose will succeed Matthew Mirchin, who will transition to the role of Strategic Advisor of Global Revenue, effective Oct. 1.
The appointment of LaRose aligns with the natural development of the Under Armour brand, which has had a heavy focus on digital with the expansion of its Connected Fitness health network and the focus on collecting consumer data to personalize its mobile app experience. As the company continues to experiment with more innovative initiatives, including opening an NYC flagship store and operating a manufacturing and design center in Baltimore, bringing a digital-first perspective to the forefront is going to be vital for the brand going forward.
In Q2, Under Armour reported year-over-year online sales growth of 27.9%, indicating that e-Commerce remains strong for the business even as all of its channels continue to expand.
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LaRose has been with Under Armour since 2013, when he was hired to lead its global e-Commerce business, eventually becoming Senior Vice President of Digital Revenue in 2015. He will continue to oversee the business while being actively involved in the search process to identify his successor. Mirchin joined Under Armour in 2005 and worked in numerous senior management positions in sales and marketing before his role as President of North America.
“Since joining Under Armour, Jason has been a rising star, establishing our e-Commerce business globally,” said Charlie Maurath, Chief Revenue Officer at Under Armour in a statement. “I am confident that he will continue to thrive as he transitions to lead our growth in the North American region with Matt by his side. I want to thank Matt for doing a tremendous job strengthening our relationships with key partners during his tenure at Under Armour.”
