Under Armour's top marketer leaves brand

By Published on .

Adrienne Lofton
Adrienne Lofton Credit: Stefanie Keenan/Getty Images for Under Armour

There's more churn at Under Armour. Adrienne Lofton, who has served as senior VP for global brand management since 2015 and led the company's biggest campaign, is leaving the Baltimore-based sportswear brand, a spokeswoman said. Her departure follows the abrupt November exit of former chief marketing officer Andrew Donkin, who was with the company only 15 months.

The spokeswoman notes that Lofton "has decided to pursue another opportunity." Lofton, a boomerang to the brand who also worked in the marketing department from 2008 to 2013 before a year-long stint at Dockers, did not return a request for comment.

Under Armour's global brand management team will now be led by Attica Jaques, an Ad Age Woman to Watch in 2015 and two-year veteran of the company. Jaques was responsible for previous campaigns targeting women, which executives have highlighted as a growth opportunity for the brand.

"Attica has more than 20 years of global brand experience and several years working and living abroad for major consumer brands in both Asia and Europe," says a spokeswoman.

Lofton led Under Armour's recent spring campaign starring Dwayne "The Rock" Johnson, the brand's largest effort from both global reach and monetary investment.

On a conference call with analysts last week, CEO Kevin Plank made it clear that marketing is top of mind for executives, but hinted that the brand may be fine tuning its strategy.

"We know the messaging that we're capable of and that the consumer is expecting from us," said Plank on the call. "And I think you're going to start hearing a much louder and a much more deliberate and a strategic thoughtfulness that goes into every dollar that we spend on the marketing side."

Last year, Under Armour spent $565.1 million on advertising, an 18 percent increase from 2016, according to the company's financial documents. Plank has repeatedly said that Under Armour will be louder than it has been in the past as it defines itself against a slew of competitors.

For the second quarter, the company reported an 8 percent increase in revenue to $1.2 billion and a net loss of $95.5 million as it undergoes a restructuring.

News of Lofton's departure was first reported by Adweek.

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