The Weekly Closeout: Under Armour hires (another) Adidas vet and Bluemercury turns 25

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It’s been another week with far more retail news than there is time in the day. Below, we break down some things you may have missed during the week and what we’re still thinking about. 

From Bross Pro Shops partnering with the Army & Air Force Exchange to Build-A-Bear Workshop’s National Teddy Bear Day, here’s our closeout for the week.

What you may have missed

Former Puma employee rejoins to lead marketing in North America

Tara McRae, who was an “integral part” of Puma’s North America marketing team from 2006 to 2016, rejoined the company last Friday as senior vice president of brand strategy and marketing for North America. She reports to North America President Bob Philion and is a member of the brand’s senior leadership team in the region. McRae most recently spent four years as global chief marketing officer and digital officer of Clarks, where she led marketing strategy, creative direction, e-commerce, digital strategy and brand partnerships, according to a company press release emailed to Retail Dive.

In her new role at Puma, McRae will be responsible for driving profitable growth and improving brand equity, as well as overseeing brand and marketing strategies more broadly across all of Puma’s North America channels. In addition to working with the brand strategy team, McRae will also focus on entertainment and basketball marketing, “given their importance” and influence in North America. The appointment comes as Puma plots a design and marketing space in Los Angeles to help it win share in the U.S.

A little over a year ago, Puma restructured its marketing organization, moving the department from Boston to the company’s headquarters in Germany. But Puma specified at the time that its North America team would retain responsibility for local sports marketing. Puma’s brand chief also left in that shakeup, and Puma has rebuilt its marketing department since then, naming a new head of global brand strategy in February.

“Tara will be instrumental in shaping our brand and marketing strategies in North America, delivering on our mission to push sport and culture forward,” Philion said in a statement. “Her proven track record in understanding the consumer and brand elevation will be invaluable for us as we amplify our FOREVER.FASTER. mantra and drive the next chapter of growth for the region.”

Under Armour taps another Adidas vet for key role

Under Armour continued to build out its leadership team this week, with the appointment of Franck Denglos as vice president of commercial for its Europe, the Middle East and Africa division. Denglos, who spent over 25 years at Adidas, will oversee all sales channels in the region, including wholesale, e-commerce, retail and distributors. His focus will be “accelerating growth and expanding Under Armour’s presence in the region,” according to a company press release.

A person in a blue suit and a white T-shirt poses against a black background.

Franck Denglos spent over 25 years at Adidas.

Courtesy of Under Armour

 

Denglos, who started on Sunday, held a variety of roles at Adidas over the years, the last of which was president of Adidas Italy. He joins just a month after another Adidas veteran, Eric Liedtke, was named executive vice president of brand strategy. Liedtke likewise spent over 25 years at Adidas, including several leading brand strategy, and joined Under Armour as Chief Consumer Officer Jim Dausch departed. These appointments are two of many over the past year and a half or so, including a new chief product officer, head of the Americas, chief design officer and, of course, the return of Kevin Plank as CEO.

Denglos’ appointment represents the brand’s “commitment to bringing in world-class talent that drives our business forward,” according to Kevin Ross, Under Armour’s managing director of EMEA. “With his proven ability to lead and his sharp understanding of our business landscape, I’m confident he’ll take our commercial success to the next level.”

AAFES to offer Bass Pro merch in online store

The Army & Air Force Exchange Service will offer Bass Pro Shops merchandise to U.S. military-affiliated shoppers tax-free at its online store, ShopMyExchange.com by the end of this year.

In a Tuesday announcement, the Exchange said the collaboration is part of an initiative to add more national brands to its offering. Since 2022, the retailer has added appliances from The Home Depot, Sunglass Hut merchandise, and apparel from Gap and Old Navy to its online store.

“We can never adequately thank our nation’s heroes for the sacrifice shown in service to our great country [and] we are all deeply grateful for what they do every day to protect the freedoms we are blessed to enjoy here in the USA,” said Bass Pro founder Johnny Morris. “To be named the official outdoor gear provider for the Army & Air Force Exchange Service makes this one of the proudest days in the history of our company.”

Retail therapy

Barbie gets a job at Krispy Kreme! 

For Barbie’s 65th anniversary this year, Krispy Kreme launched a collection of four doughnuts inspired by the iconic Mattel doll. The assortment features the Barbie Pink Doughnut, Malibu Dream Party Doughnut, Barbie Berries ’n Kreme Doughnut and the Barbie Sweet 65th Doughnut to honor the toy’s legacy.

Select grocery stores will offer a limited-time Barbie 6-pack box. Guests wearing pink can earn a free Original Glazed doughnut at Krispy Kreme shops on Saturday.

A brand image of the pink Barbie donut box by Krispy Kreme

Guests wearing pink can earn a free Original Glazed doughnut at Krispy Kreme shops on Sept. 7.

Courtesy of Mattel, Krispy Kreme

 

The company is also running social media and in-store giveaways for a limited quantity of exclusive Barbie and Krispy Kreme items. Among the prizes are a limited quantity of Barbie Fashionista dolls customized with Krispy Kreme accessories like its signature paper hat, a dozen box and a doughnut. The two will also give out adult-sized Barbie x Krispy Kreme denim jackets to winners.

Build-A-Bear celebrates National Teddy Bear Day with $9 bears

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