Sony's Stuart Redsun to Take on Senior Marketing Role at Under Armour
A correction has been made in this story. See below for details.
Stuart Redsun, Sony's senior VP-marketing, is set to join Under Armour in a top global marketing role, according to a number of industry executives. It will be one of the many recent leadership changes at Under Armour, and it signals continued focus on global strategy.
Prior to joining Sony in 2006, Mr. Redsun worked at other tech companies, including Helio and Motorola, but perhaps most relevant to his pending role will be his past experience at Nike , where he spent 11 years, according to his LinkedIn profile. (Rumors have been floating that Nike is considering a takeover bid of Under Armour.)
It's not immediately clear whether or not Mr. Redsun will move into an official chief marketing officer role or if he will replace Mark Dowley, who joined the company as exec VP-global brand and president-international in February. Two months later, the company announced that Mr. Dowley would move into an "advisory" role. At the time, the company said that in the interim, Chief Operating Officer Wayne Marino would assume leadership of international. Founder and CEO Kevin Plank would oversee brand and sports marketing.
UPDATE, SEPT. 29: According to Under Armour, Mr. Redsun will join the company as senior-VP of global brand in one of the company's two lead marketing roles, effective Oct. 10. The other lead marketing executive is existing employee Matt Mirchin, senior-VP of global sports marketing. The company said that it was not looking to appoint an official CMO and Mr. Redsun and Mr. Mirchin will serve as the top global marketing executives reporting to CEO and founder Kevin Plank.
The company has made a couple of additional leadership changes. Kip Fulks, exec VP-product, was promoted to chief operating officer to assume the role of Mr. Marino, who recently announced his retirement.
This summer, the company also conducted a number of agency reviews, deviating from its typical approach to keep marketing and creative duties in-house. It awarded MDC Partners' CP&B with the creative account and hired Omnicom Media Group agency Optimum Sports to manage media, marking the first time that the brand has assigned media planning and buying duties to an outside agency.
On the CP&B win, the company told Ad Age that the agency would focus on marketing the brand's new basketball shoes this fall.
Mr. Plank has referenced a strategy to double net revenues to over $2.1 billion by 2013 in the Q2 report. "Our brand communication will expand in the coming months as we build our voice in footwear with Micro G cushioning technology," he stated in the Q2 earnings report. "We will also begin to implement compelling new shop-in-shop formats with our existing retail partners."
Pushing the product, however, will depend on when the NBA lockout ends. If not soon, the new executives and agencies might have a different kind of marketing challenge on their hands.