Under Armour names creative director for womens
The creation of the new position sends a signal about Under Armour's big plans. The American performance apparel brand announced the appointment of Leanne Fremar as senior vice president, executive creative director for womens.
Under Armour is thus flexing its determination to develop its women's line, but also to meld it with high-tech and style. Leanne Fremar spent a whole 10 years at Theory, arriving at the head of the brand's creative direction as a final finish. Prior to that, she held positions in the Gucci group and with Ralph Lauren.
The brand states that over the past five years, sales of women products increased by 30% per year, now accounting for 30% of its turnover.
With Leanne Fremar on board, Under Armour will likely be offering more elegant shapes for women.
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